@article{ART001986666},
author={ 임민택 and 백정훈 },
title={A study on Anima, Animus Spatial Characteristics of Brand Space},
journal={한국공간디자인학회 논문집},
issn={1976-4405},
year={2015},
volume={10},
number={2},
pages={73-82},
doi={10.35216/kisd.2015.10.2.73},
url={http://dx.doi.org/10.35216/kisd.2015.10.2.73}

TY - JOUR
AU - 임민택
AU - 백정훈
TI - A study on Anima, Animus Spatial Characteristics of Brand Space
T2 - 한국공간디자인학회 논문집
PY - 2015
VL - 10
IS - 2
PB - 한국공간디자인학회
SP - 73-82
SN - 1976-4405
AB - (Background and Purpose) In contemporary society, human beings are not just men and women but the existences with independent characters of their own. The space should not be divided into masculine and feminine ones but should be designed as a comprehensive one with independent tendencies for both of them. However, some brand spaces are decorated with persona ones that excessively symbolize visual features of a certain gender for the brand identity. Such decorated spaces may do a role to speak for the tendency of a certain feature of the brand but it would be difficult to get the authentic familarity in unconsciousness of the visitors. This study is about to prove through Carl Jung's Anima and Animus theories that self-realization of space is realization of the authentically meaningful space character and to suppose to expand and apply them.(Method) Carl Jung's Anima and Animus theories were gone through, as well as their social-phenomenological points of view. Based on that, it is studied that Animus theory is possibly projected not only into personality but also into brand space. Through case study, it also looked at the elements revealing visual features of opposite sexes in the space, and presented orientation of the space where masculinity and femininity are emphasized. (Results) In case study of Anima space, there was a design to express femininity inside of the space that has masculine persona, and through which women customers were able to feel comfortable and familiar inside of them. In case study of Animus space on the other side, there was a design to express masculinity inside of the space that has feminine persona. Such spacial features of opposite sexes should especially be supplemented in a brand persona space, and the case study and analysis have proved through which that the character of the pertinent space would be realized. (Conclusions) Self realization is the whole spirit where a person's consciousness and unconsciousness are integrated, and the authentic realization of the character. Such point of view is projected not only on an individual character but also on space design. Brand space should be designed in the direction where people can experience themselves deep inside them to supplement their own exterior persona through the spatial design considering Anima and Animus.
KW - Anima, Animus, C.G.Jung, Unconsciousness, Brand Space
DO - 10.35216/kisd.2015.10.2.73
UR - http://dx.doi.org/10.35216/kisd.2015.10.2.73
ER -

임민택 and 백정훈 . 2015, “A study on Anima, Animus Spatial Characteristics of Brand Space”, 한국공간디자인학회 논문집, vol. 10, no. 2, pp. 73-82. Available from: doi:10.35216/kisd.2015.10.2.73

임민택 백정훈 et al. “A study on Anima, Animus Spatial Characteristics of Brand Space” 한국공간디자인학회 논문집 10.2 pp. 73-82 (2015): 73.

임민택 , 백정훈 . A study on Anima, Animus Spatial Characteristics of Brand Space 한국공간디자인학회 논문집 [Internet]. 2015; 10( 2), : 73-82. Available from: doi:10.35216/kisd.2015.10.2.73

임민택 and 백정훈 . “A study on Anima, Animus Spatial Characteristics of Brand Space” 한국공간디자인학회 논문집 10, no.2 (2015): 73-82. doi: 10.35216/kisd.2015.10.2.73