지각 학습 관점에서 본 디자인 아이덴티티의 성공적인 제품 디자인 혁신 방안

Changes in product design in rapidly changing market are required to lead a new trend. However, pursuing a change to follow a trend may not engage consumers with the existing products, which not just harms the product identity but fails to attract the market attention. Meanwhile, adhering to design identify for consistency may distance consumers from the product who disregard it as out-of-fashion. People acquire and learn information instinctively to adapt to their surroundings. Then, a main origin of information for learning is sensuous and stimulative. People accumulate knowledge by repeating such a learning. Consumers' perception of design also begins from the point when they accept visual, sensuous and stimulative information. Therefore, this study will explore the mechanism of perceptual learning by regarding consumer acceptance for revolutionary design to be a process of perceptual learning as a measure for successful development of revolutionary design. Based on the aforementioned viewpoint, we take BMW and Burberry as successful revolution cases. Both BMW and Burberry took an original design factor that met a trend based on the consistent core identity to minimize consumers' aversion to 'change'. Therefore, this study suggest consumers-based design revolution through perceptual consistency based perceptual learning and process of perceptual learning to show that revolution should be developed based on identity, as a method to solve a dilemma between design consistency and change/revolution.