VR 브랜드 공간의 시각적 환경 요인 분석 -뇌파 고각성 구간을 중심으로-

초록

(Background and Purpose) As brands increasingly establish virtual reality (VR) spaces, design principles that elicit user arousal are needed. A VR brand space is a space in which brand identity is fully realized through the visual environment under the designer's control, free from physical constraints. While prior VR retail research has manipulated spatial conditions and measured post-hoc responses, few studies have quantified the visual environment at the moment a response actually occurs. This study quantifies, via computer vision, the visual environmental factors present during EEG-identified high-arousal segments of a VR department-store journey, and compares them with users' immediate impression reports through a three-layer contrast procedure (visual environment–arousal–self-report). (Method) Four beauty stores re-edited from the Lotte Caliverse virtual department store served as stimuli: Store B was identical to its offline counterpart, while Stores A, C, and D contained anti-gravity floating elements. Thirty-one participants wore a DSI-24 and an HMD while EEG was recorded continuously. Individual high-arousal segments were defined as the 5-sample (4-s) sliding window maximizing the rising slope of absolute beta power (14–29 Hz), and each store's representative segment was fixed at maximal synchronization. Window-width sensitivity (3–6 s) confirmed stability at 4–5 s; between-store differences in rising slope were tested with Friedman and permutation tests. Five indicators—luminance, saturation, color temperature, visual complexity, and spatial openness—were computed from the two boundary frames of each segment and contrasted with open-ended impression reports by dimension. (Results) Rising slopes differed marginally across stores with a small effect (χ²=8.06, p=.045; W=0.10). Each store's segment combined extreme values on different dimensions: A was high-complexity (926) and high-saturation (181); B was lowest-luminance (68) and enclosed; C was highest-luminance (162), cool-toned (6,921 K), and most open (0.584); D combined the lowest color temperature (3,958 K) with high saturation (168). Correspondence with impressions was asymmetric: color and openness were verbalized directly (“dazzling yellow”, “wide open”, “stuffy”), whereas complexity was only paraphrased as overall mood. Arousal onset occurred immediately after entry in low-luminance enclosed stores (B, D), mid-segment in the high-complexity store (A), and late in the open store (C). (Conclusions) High-arousal environments were multidimensional composites, and their reflection in user language varied by dimension; non-correspondence itself is design-relevant information. Elements meant to be explicitly recognized should be differentiated on the color dimension, while structural density functions as background atmosphere; the five indicators translate into lighting, color, spatial-composition, openness, and circulation planning factors usable as pre-implementation screening tools.

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