도시 색채 이미지 정체성 형성과 평가 요인에 관한 연구

Abstract

도시 정체성은 도시의 환경개선과 활성화를 지향하며 관광, 도시계획, 디자인 등 다양한 분야에서 연구되고 있다. 도시 정체성의 개념은 도시 간 서로 다른 ‘그 도시다움’으로써 차별화된 도시 정체성은 도시의 경쟁력이라는 연구 결과에 따라 도시 정체성을 형성하는 요인에 연구 또한 활발하게 이루어지고 있다. 도시 정체성과 관련된 여러 선행연구를 살펴보면, 색채는 도시 정체성을 형성하는 가장 중요한 요인으로 언급되고 있는데, 인간의 감각 중 시각 의존도가 가장 높으며 가장 먼저 인지된다는 이론에 따른 것으로써 도시환경에도 그대로 적용하여 해석한 것이다. 그러나 도시색채는 그 도시만의 색채, 그 도시다운 색채로 정의되어 연구되었을 뿐 현시점에서 학술적인 용어나 정의가 명확하지 않은 실정이다. 본 연구에서는 선행연구를 바탕으로 색채가 만드는 도시 정체성을 ‘도시 색채 이미지 정체성’이라 정의하고 형성요인과 평가요인 도출과 체계화를 목적으로 실증연구를 진행하였다. 연구대상은 이용자 특성에 따라 도시 이미지에 관하여 인지 방식과 형성요인이 다르다고 밝힌 선행연구를 근거로 지역 거주자와 타지역 거주자로 구분하였다. 연구 과정은 이론과 선행연구를 통해 도시 정체성의 개념과 구성요소를 알아보고 이를 토대로 연구모형을 도출한 후 선행연구의 일관된 방식인 정성 조사의 표본의 한계를 극복하고 구체적인 형성요인과 평가요인 도출을 위해 정량조사를 진행한 후 통계분석을 하였다. 연구 결과 도시 색채 이미지 정체성을 형성하는 4개의 요인 자연요인, 현대문화유산요인, 역사문화유산요인, 기호 요인을 도출하였고 요인 간의 상관관계 분석을 통해 자연색이 가장 중요한 요인임을 확인하였으며 현대문화유산요인과 기호 요인의 색채 이미지평가로 거주자와 타지역 거주자를 구분할 수 있음이 확인되었다. 도시 색채 이미지 정체성 평가 분석을 통해 타지역 거주자는 도시환경의 색채가 독특하다고 느낄수록 매력적이라 느끼며 색채 속성변화에 따라 평가가 달라지는 것으로 확인되어 색채의 영향을 확인하였다. 기억과 도시 색채 이미지 정체성과의 관계에서는 응답자가 가장 먼저 기억한다고 해서 정체성에 대해 높게 평가하는 것은 아니며 기억은 단순히 1차 색에 대한 경험에 의한 것임을 확인하였으며 통계조사 결과를 바탕으로 도시 색채 이미지 정체성에 관한 개념도를 제시하였다. 본 연구는 색채 이미지가 도시의 정체성을 형성하는 주요 요인이며 형성요인과 평가요인, 요인 간 상관관계, 기억과의 관계를 밝혀낸 연구로써 그간 시각적 상징물에 집중하여 색채 정체성을 찾고 그 결과를 도시에 그대로 적용하거나 건축물 색채계획을 진행하며 지역의 자연환경을 무시한 채 건축적 특성만을 반영하는 방식에 새로운 방법론과 시사점을 제시했다는 점에서 의의가 있다. 그러나 대도시로 제한하여 진행하여 추후 섬, 촌락에 관한 연구를 통해 지역별 특성에 따른 방법론 개발이 필요하다.;Today, city images are spread quickly through various means such as websites due to the development of the Internet, and are often used as a key marketing tool to strengthen city competitiveness. The city comes to possess an identity through a process that simplifies and compresses complicated visual information, where the city is the subject of an identity and humans are the object of city identity formation and the subject of its dissemination. Of the many factors, the most influential is the color. The current trend explicates that the image held by humans leads to a collective memory, which is then recognized as a city’s symbolic system. However, research results so far consists only of qualitative analyses and case studies. All researchers have mentioned the limitations of generalization from qualitative studies, and stressed that there is a need for empirical study. Against this background, the primary goal of this study is to establish the concept of city color image identity through an empirical study. The limitations of qualitative studies include not only generalization but also the practical application of the results. This is because the researcher’s open attitude adds subjectivity. Against this backdrop, the second goal of this study is to figure out an objective method of study in examining city color image identity. The questions from previous studies and theories include: what are the main factors that constitute city color image identity? What factors affect the assessment of city color image identity? Is there a relationship between memory and city color identity assessment? Does color affect city identity assessment directly? The research results may be summarized as follows. First, city color image identity is a tool that stores and transmits historical and cultural memory, i.e. identity. It leads to a collective memory among local residents, and external differences due to transcribability are sustained to be recognized by residents of other areas as a symbolic system. Second, from a cognitive perspective, the four factors that give rise to city color image identity include natural factors, historical cultural heritage, modern cultural heritage, and preference. It was confirmed that the relationship between the natural colors and color of historical cultural heritage resulting from natural recognition has the greatest impact on the formation of a city’s color image formation. Third, residency showed a statistically significant difference in averages in a t-test on formative factors. From the perspective of color image identity, it was confirmed that a city user may be distinguished between a local resident, who has lived in the city for 3 or more years and is still living there, and an outsider, who has never lived in the city in question. Fourth, a city color image assessment was done with outsiders to deduce the assessment factors of city color image identity. It was revealed that ‘attractiveness’ and ‘peculiarity’ are the most important factors for an assessment of city color image identity. ‘Peculiarity’ and ‘attractiveness’ cause outsiders to feel the city’s distinction, while ‘familiarity’ and ‘superiority’ have the same effect on local residents. However, even if ‘peculiarity’ were an important factor, ‘peculiarity’ that has no relevance to the natural scenery, culture, and history is not assessed as an identity. It may linger in the mind of the observer, but the memory does not necessarily lead to a positive assessment. Fifth, the relationship between the formation, assessment, and memory of city color image identity is weak. The symbols and landmarks that often represent the city also have a weak relationship with colors. Before, studies on city color identity focused on symbol colors. Symbol colors were selected with strict rules, as shown in the history of crests, the origin of city emblem. They were chosen in accordance with the times, rather than they themselves being the local culture and history. However, it was often concluded that the symbol colors were the city color image identity just because they both have symbolic roles. Some even applied the symbol colors directly to the city landscape. A study on city color image identity must address various factors that the observer observes. Sixth, four types of city color image identity were identified through case studies. The four types are: symbol-city color image association, symbol-city color image separation, symbol-city color image coexistence, and nature-cultural image continuance. The classification addresses what kind of a historical context there is in terms of the beginning of the color identity, and what kind of a relationship there is with the current city landscape. This implies that, in developing and using colors that represent today’s cities, identities cannot be sustained if the same method and factors are used to extract colors, and if the historical context is ignored in their application to the city landscape. The significance of this study is that it systemizes the formative factors of city color image identity, deduces assessment factors from a cognitive perspective to establish the concept of city color image identity, and proposes a research methodology. However, this study targeted large cities, and so may have limitations when applied to small cities and islands. The research needs to be expanded to include the color image identity of rural villages, discovering similarities and differences.