아나모픽(Anamorphic) 디지털 옥외광고 디자인 구성요소의 도출과 체계화 : 전문가 인터뷰와 사례분석을 중심으로

초록

With the proliferation of large-scale LED signage and media façades, anamorphic digital out-of-home advertising( DOOH) is being used as an advertising format that elicits high visual attention and immersion within urban space. However, prior research has remained confined to introducing individual cases or verifying general effects, and a framework that systematically classifies the design components constituting the anamorphic effect has been lacking. Accordingly, this study sought to derive the core design components and to organize them according to their function and role. Following an exploratory sequential design, semi-structured in-depth interviews with four experts, each with fifteen or more years of production experience, were first conducted to derive the core components, which then served as the analytic framework for a seven-point-scale analysis of 32 representative domestic and international cases. As a result, frame composition, which demarcates the boundaries of the screen, and virtual depth, which establishes the intensity of protrusion relative to the screen surface, were classified as structural core components at the visual-perceptual design dimension; monocular depth cues such as contact shadows and light–dark contrast as supplementary expressive components; and screen structure and viewing position as physical and environmental preconditions. The case analysis found no significant correlation between the two core components, frame composition and virtual depth (r=.252, p=.164), suggesting that they are often implemented separately rather than consistently integrated. This study systematizes the design components of anamorphic DOOH on practical and theoretical grounds and provides a foundation for specifying variables in subsequent empirical research.

키워드