KR20020055760A - Method for Measuring of Emotional Value Using a Modified Taste Scaling Method and the Application Method Thereof - Google Patents

Abstract

PURPOSE: A method for measuring a sensitivity value using a transformed taste scaling technique and a method for applying the same are provided to use a sensitivity of a human being in an industrial field by measuring the sensitivity of a human being scientifically and objectively and performing a statistics process of the sensitivity. CONSTITUTION: Image data of a plurality of items being matched with a taste coordinate surface by a taste scaling method constituted by a color taste axle, a shape taste axle, a material taste axle, and a physical features taste axle are constituted. The image data are suggested to a plurality of investigation-objected persons, and each person selects a preferential image with respect to each item. A question with respect to a living style of each person is suggested, and an answer thereof is obtained. A statistics process of the answer result is performed, a plurality of persons is clustered, and a sensitivity cluster is classified. Each sensitivity cluster is positioned on the taste coordinate surface. The third taste coordinate axle is set by reflecting the living style question answer result with respect to each sensitivity cluster, and each sensitivity cluster is positioned on the third taste coordinate axle.

Description

Method for Measuring of Emotional Value Using a Modified Taste Scaling Method and the Application Method Thereof}

The present invention relates to a method for measuring emotional value using a modified taste scaling technique and a method of applying the same, characterized in that the human emotion is scientifically and objectively measured and statistically processed for use in an industrial field.

Today's society, which is expressed in the digital age and information society, is called the society of emotion and the society of emotional expression. Consumers in the emotional age emphasize not the simple consumption of materials, but the mental dimension of the image, the pleasantness, and the pleasantness of the object. In addition, price, performance, and quality do not determine consumption preferences, but how well they can represent the psychological and mental needs of consumers, such as design, is an important criterion.

It is not easy to measure these human emotions scientifically and objectively. In order to interpret the image or feeling as a desire that humans have with a product as a physical request and reflect it in the design of the product, measurement methods (image scaling) and taste measurement (taste scaling) that find a feeling suitable for the product's image are preceded. Should be.

In the taste scaling technique disclosed in Japanese Patent Registration No. 2070610 (Publication Patent Publication No. 3-294914), the "symptom value reduction classification table" is an objective symbol judgment axis obtained by information science by the perception of the five senses of ordinary people. ". Specifically, in relation to various perceptions such as the five senses of ordinary people, the emotional value judgments related to the design including product design, advertisement design, environmental design, etc. based on the various design elements and their composition are various. Branches intersect the X and Y axes and are then placed on two basic symbol axes. The first basic symbol axis is [axis for judging dynamic taste and static state] and the second basic symbol axis is [feminine taste and masculine taste]. [Axis to say].

1 is a taste scaling coordinate axis according to the prior art.

Man does not demand the hue "strength and concentration" of the formative stimulus that is optimal for his emotional temperament. The horizontal axis of the coordinate plane shown in FIG. 1, that is, the axis for determining the dynamic taste and the static state, is the "intensity of stimulus", and the vertical axis of the coordinate plane, that is, the feminine taste. ) And the axis for judging Masculine Taste correspond to "concentration of stimulus". At the point where the two axes meet, there is a point of each person's taste optimum intensity, optimal concentration.

In Japanese Patent Registration No. 2070610 (Unexamined Patent Publication No. 3-294914), expression symbol meanings for various design elements are placed on the basic coordinate axis. Specifically, the color symbol axis, the form symbol axis, the material symbol axis, and the build symbol axis are held.

In the case of the color symbol axis, the hue is the symbol of the high intensity on the horizontal axis as "gorgeous high saturation", the low intensity as the "smooth low saturation", and the vertical axis is the symbol of "bright high brightness" and the high density as "dark low brightness". In the case of the shape symbol axis, a "garden" (natural feeling) is placed at the center of the coordinate plane, the high intensity of the horizontal axis becomes "acute angle", the low intensity becomes "an obtuse shape", and the low concentration of the vertical axis is a "curve shape". And a high concentration is a square "straight line". In the case of the introduction symbol axis, the "medium hardness" material is positioned at the center of the coordinate plane, the horizontal axis is the density axis, and the vertical axis is the hardness axis. The low density of the horizontal axis is a "rough surface", and the high density is a "soft smooth surface". In the case of the physique symbol axis, the vertical axis represents the degree of physique fat or the size of the physique area, where the "slim" physique is upward and the "fat" physique is downward. The abscissa represents the density of a person with a physique equal to the size of a unitary physique, the "small" large physique is to the left, and the "dense" small physique is to the right.

The present invention basically measures the human emotion by scientifically and objectively using the taste scaling technique according to the prior art, and uses it to measure the emotional value by using the modified taste scaling technique. It is intended to provide a method and a method of applying the same.

1 is a taste scaling coordinate axis according to the prior art,

2a to 2o illustrate the image data of each item used in the emotional value measuring method using the modified taste scaling technique according to the present invention,

3 is a result of statistically processing the image data and questionnaire results shown in FIG. 2 when applied to designing male cosmetics in the emotional value measuring method using the modified taste scaling method according to the present invention.

4 shows each emotional cluster located on the basic coordinate plane of the taste scaling technique,

Fig. 5 is an axis for judging Feminine Taste and Masculine Taste, which is one of the basic coordinate axes of the taste scaling technique, and a third symbol coordinate axis set to reflect the living style in the present invention. Placing each emotional cluster on the [wild-sophisticated axis]

Fig. 6 shows three emotional coordinates of a taste scaling technique and a third symbol coordinate axis set in the present invention in three dimensions to locate each emotional cluster.

In order to achieve the above object, the emotional value measurement method using the modified taste scaling method according to the present invention, the symbol by the taste scaling technique consisting of a color symbol axis, a shape symbol axis, a material symbol axis and a physique symbol axis Constructing image data of a plurality of items that match the coordinate plane (a); (B) presenting image data of a plurality of items configured in step (a) to a plurality of survey subjects so that each survey subject selects a preferred image for each item; (C) presenting a questionnaire about the lifestyle of each survey subject in parallel with the preferred image selection in step (b) to obtain an answer; Statistically processing the answer results obtained in the step (b) and the step (c), and clustering a plurality of survey subjects to classify the emotional cluster; (E) placing each emotional cluster on a symbol coordinate plane of a taste scaling technique; And setting the third symbol coordinate axis and placing each emotional cluster on the third symbol coordinate axis by reflecting the result of the lifestyle questionnaire answer of the step (c) for each emotional cluster located in the step (d) ( and f).

In the step (a), the image data of the plurality of items that match the symbol coordinate plane by the taste scaling technique is divided into four quadrants based on two axes, feminine, male, dynamic, and static, which are basic axes of the taste scaling technique. It is characterized in that it comprises images that are evenly allocated in the four areas.

In the step (a), the image data includes more than 15 images for each item.

In the step (a), in the image data of the plurality of items, the plurality of items, including the basic color system, color scheme, clothes, shoes, bags, watches, figures, celebrity photos, flowers, cars, interiors, travel destinations, etc. Characterized in that it comprises an image item.

In the step (a), the format of the image in the image material is characterized in that it comprises a picture, a logo and a figure.

In the step (e), the third symbol coordinate axis set by reflecting the questionnaire answer regarding the lifestyle of the research subject is a wild-sophisticated axis.

The presentation of the image data in step (b) and the selection of the image of each subject, and the presentation and response of the questionnaire regarding the lifestyle in step (c) may be performed through the Internet.

In addition, the method of applying the emotional value measuring method using the modified taste scaling method according to the present invention, typifies the propensity of each emotional cluster clustered by the emotional value measuring method using the modified taste scaling method, and each emotional cluster It is characterized by the fact that it applies to the design of the product.

In the method of applying the emotional value measuring method using the modified taste scaling method according to the present invention, the propensity of the emotional cluster is selected by selecting one or more groups targeted by the main customer of the product among the emotional clusters whose propensity is typed. It is characterized by applying to reflect the design of the product.

Hereinafter, with reference to the accompanying drawings will be described in detail the emotional value measuring method and its application method using the modified taste scaling technique according to the present invention.

In the emotional value measuring method using the modified taste scaling method according to the present invention, first, a plurality of items that match the symbol coordinate plane by the taste scaling method comprising a color symbol axis, a shape symbol axis, a material symbol axis, and a physique symbol axis Construct image data.

The image data of the plurality of items is divided into four quadrants based on two axes, feminine, male, dynamic, and static, which are the basic axes of the taste scaling technique, and includes images that are evenly allocated in four areas. It is preferable to include the above images. Here, the term "plural items" includes image items such as clothes, shoes, bags, watches, figures, celebrity photographs, flowers, cars, interiors, and destinations, including basic color schemes and color schemes. And figures.

2a to 2o illustrate the image data of each item used in the emotional value measuring method using the modified taste scaling technique according to the present invention.

Figure 2a is a color scheme, Figure 2b is a color scheme, Figure 2c is a female costume, Figure 2d is a male costume, Figure 2e is a flower, Figure 2f is a bag, Figure 2g is an interior, Figure 2h is a travel destination, Figure 2i is a logotype, Figure 2j is a female shoe, FIG. 2k is a male shoe, FIG. 2l is a watch, FIG. 2m is a car, FIG. 2n is a figure, and FIG.

As shown in Fig. 2, the image data of each item is a basic symbol coordinate axis based on a taste scaling technique, which is an axis for determining a dynamic symbol and a static state, and a feminine taste. ) And an image that matches the emotional value of the position on the coordinate plane consisting of the axis that determines the masculine taste.

Next, the image data configured as described above is presented to a plurality of survey subjects so that each survey subject selects a preferred image for each item. At this time, the research target is selected to meet the purpose of applying the emotional value measurement method using the modified taste scaling technique according to the present invention.

For example, in the case of applying to the design of men's cosmetics, the subject can be set as follows. Consumers who have purchased men's cosmetics and have lived in new towns in Seoul and suburbs in their late teens to 40s. Considering about 20%, 80% of women are included, and intentional sampling is done so that they are sampled at the same rate for each age group.

Gather these findings so that each surveyor sees the image data for each item and chooses their preferred image.

In parallel with the selection of images preferred by the survey subjects, the survey is presented by presenting a questionnaire about the lifestyle of each survey subject. This is to add the third axis reflecting the lifestyle to the basic symbol axis in the taste scaling method in the present invention, and is intended to slightly modify and secure the taste scaling method. The survey contents to reflect the lifestyle of the survey subjects include the most important values, conditions of happiness, maximum interests, important areas, leisure needs, and eating out expenses.

Here, the presentation of the image data, the selection of the image of each survey subject, and the presentation and response of the questionnaire regarding the lifestyle may be performed through the Internet.

Next, the two survey results described above are statistically processed to cluster the plurality of survey subjects. Specifically, frequency analysis is used to perform statistical analysis on a computer.

Figure 3 shows the results of statistically processing the image data and the survey results presented in Figure 2 when applied to the design of men's cosmetics in the emotional value measurement method using the modified taste scaling technique according to the present invention. As a result, it can be seen that as shown in Figure 3, it can be clustered into eight emotional clusters of A ~ H.

The image data preferred by each emotional cluster can be extracted and organized by the emotional cluster.

Reflecting these findings, each emotional cluster can be placed on the basic coordinate plane of the taste scaling technique. 4 shows each emotional cluster located on the basic coordinate plane of the taste scaling technique.

Meanwhile, in the present invention, the third symbol coordinate axis is set by reflecting the result of the survey of the lifestyle of the survey subject. The third symbol coordinate axis set in the present invention is a (wild-sophisticated axis), and therefore, each question answer regarding the lifestyle is the position on the third symbol coordinate axis set in the present invention. It is reflected.

Fig. 5 is an axis for judging Feminine Taste and Masculine Taste, which is one of the basic coordinate axes of the taste scaling technique, and a third symbol coordinate axis set to reflect the living style in the present invention. Each emotional cluster is located in the [wild-sophisticated axis].

FIG. 6 is a diagram illustrating three emotional coordinates of a taste scaling technique and a third symbol coordinate axis set in the present invention in three dimensions.

As above, it is necessary to type the propensity of each clustered emotional cluster. For this purpose, standard adjectives representing life, preferred colors, preferred designs, etc. may be assigned. The following describes the reference adjectives of each clustered emotional clusters and their type in detail.

Cluster A: Ideal Seeking Romantic (20.6%)

It is the cluster with the largest composition ratio and the urban sophistication class that lives 60% in Gangnam. As well as concern for health and disease, environmental awareness is high, too. He is also deeply interested in travel and cultural arts. It is an ideal pursuit that overflows with dreams and hopes for fun and fun life.

Cluster B: Safety Preservation Traditional Wave (7.2% Composition)

The minority group accounts for 30% of men and 40% of teenagers. He cares about the stability of life most and is interested in health and medicine. He is interested in sports and the economy and cherishes family, home and close friends. As a safety-oriented protectionist, he keeps tradition and habits.

Cluster C: lyric pleasure cute group (18.8% of composition ratio)

Next to Cluster A is 85% of the majority of women. Like many young generations who are near average in Gangbuk and Gangnam, it is a realistic pleasure type that emphasizes pleasant and fun life or harmonious family life.

Cluster D: Elegant Elegant (Composition 11.3%)

Although it is a customer group of more than 10% of the total, it has a delicate sensitivity to elegance and high quality. There are many in Gangbuk and have a good understanding of cultural arts. A knowledge liberal who is enthusiastic about self-realization and ability development, such as healthy and stable family life. We spare no effort and investment for education of child.

Cluster E: Cultured Dandy Wave (7.2% composition)

A small group of individualists with a strong desire for realization. Young people account for 70% of the total number of residents, and 40% of those living in suburban Seoul. 47% of women give gifts to men. Self-realization and health tool are strong. He is a liberal group who is good at shopping and reading and expresses his understanding of cultural arts.

Cluster F: mature luxury high spa (6.6% of composition)

A small group of individualists with a strong ascendant orientation. There are few teenagers, and the 20s and 30s are the main subjects. There are few people in Gangnam and many people live in Gangbuk and suburbs. If the stability of life and longing for a happy marriage are strong, it is a type that emphasizes dietary life and is deeply interested in culture and art.

Cluster G: Clear Sporta (10.9% of the composition)

Footwork, sport-specific, is a good, free-acting group. There are many myhomeists and curious about cultural arts and economic phenomena. Read through journalism editorials and commentary. I am confident in my health, and I try to do sports training twice as fast as others.

Cluster H: Ability Innovation Modernism (16.9%)

It is a group of customers that exists at the rate of one in six people. It is a fashionable innovator of a typical urban child who is extremely sensitive to avant-garde, fleet, and futuristic phenomena. He is interested in sports and health, and uses his earned income mainly for vacations and hobbies to concentrate on self-innovation and skill development.

In order to apply the emotional value measuring method using the modified taste scaling technique according to the present invention, the preferred image of each cluster typed as described above is reflected in the product design.

In particular, the target of the product among the typed clusters may be set, and the target cluster may be applied to the design of the product by reflecting a preferred image.

For example, as a target customer of men's cosmetics, set A, D, and H among the clusters of A to H, and reflect images from image data reflecting the emotional value of their preferred colors, logos, and the like. Develop your product.

As described above, in the present invention, a modified taste scaling technique for basically using a conventional taste scaling technique to measure the human emotion scientifically and objectively, and statistically processing it to be used in an industrial field It provides a method of measuring emotional value used and a method of applying the same.

According to the method of measuring emotional value using the modified taste scaling method and its application method, the customer group is categorized into emotional clusters, an emotional cluster is set as a target customer of a specific product, and the image of the emotional cluster is preferred. Can be applied to reflect the product.

Claims (9)

(A) constructing image data of a plurality of items matched to a symbol coordinate plane by a taste scaling technique consisting of a color symbol axis, a shape symbol axis, a material symbol axis, and a build symbol axis; (B) presenting image data of a plurality of items configured in step (a) to a plurality of survey subjects so that each survey subject selects a preferred image for each item; (C) presenting a questionnaire about the lifestyle of each survey subject in parallel with the preferred image selection in step (b) to obtain an answer; Statistically processing the answer results obtained in the step (b) and the step (c), and clustering a plurality of survey subjects to classify the emotional cluster; And (E) placing each emotional cluster on a symbol coordinate plane of a taste scaling technique; And Setting a third symbol coordinate axis and placing each emotional cluster on a third symbol coordinate axis by reflecting the result of the lifestyle questionnaire answer of step (c) for each emotional cluster located in the step (d) (f) Emotional value measuring method using a modified taste scaling technique characterized in that it comprises a). The method of claim 1, In the step (a), the image data of the plurality of items that match the symbol coordinate plane by the taste scaling technique is divided into four quadrants based on two axes, feminine, male, dynamic, and static, which are basic axes of the taste scaling technique. A method of measuring emotional value using a modified taste scaling technique, characterized in that it comprises images that are evenly allocated in four areas. The method of claim 1, In the step (a), the image data is a sensitivity value measuring method using a modified taste scaling technique characterized in that it comprises more than 15 images for each item. The method of claim 1, In the step (a), in the image data of the plurality of items, the plurality of items, including the basic color system, color scheme, clothes, shoes, bags, watches, figures, celebrity photos, flowers, cars, interiors, travel destinations, etc. Emotional value measuring method using a modified taste scaling technique characterized in that it comprises an image item. The method of claim 1, In the step (a), the format of the image in the image data is emotional value measuring method using a modified taste scaling technique characterized in that it comprises a picture, a logo and a figure. The method of claim 1, In the step (e), the third taste coordinate axis set by reflecting the questionnaire answers regarding the living style of the survey subject is a wild-sophisticated axis. How to measure value. The method of claim 1, Modified taste scaling technique characterized in that the presentation of the image data in step (b) and the selection of the image of each subject, and the presentation and response of the questionnaire about the lifestyle in step (c) is performed via the Internet Emotional value measurement method using. According to any one of claims 1 to 6 characterized by the modified taste scaling technique of the clustered emotional clusters of each type, characterized in that to apply the typed propensity of each emotional cluster to the design of the product. Method of applying emotional value measurement method using modified taste scaling technique. According to the modified taste scaling technique according to any one of claims 1 to 6 to typify the propensity of each emotional cluster clustered, the propensity is a group of the target customer of the product among the typed emotional clusters or The method of applying the emotional value measuring method using the modified taste scaling method characterized in that the plurality of selected to reflect the propensity of the corresponding emotional cluster to the product design.