디자인에 의한 기업과 소비자의 자아 상호작용

Design has enhanced the value of products in the market where product development has been predominant, whereas it has been involved in aesthetically and functionally satisfying and differentiating consumers' desire in the consumer-oriented market. Currently, it has played a leading role in the market by being emerged in the forefront of management in the name of ‘design marketing.’ This study viewed such phenomena as something that design would be involved in ‘self,’ a core aspect of consumers and companies, rather than the superficial indices or consumers’ attitudes. Based on the theories that set the foundation of and further developed the self-concept in psychology and sociology, the study investigated it, expanded it into consumers and companies, and examined self-concept and functions in each of them. It has been shown that both consumers and companies were composed of material self, social self, and spiritual self; thus, these had a construal of self-complexity revealed slightly differently depending on the situation. Design has become a symbolic mark when consumers and companies interacted with each other centering on self, thus ending up becoming an entity of self-becoming between the two parties. Furthermore, it could become a medium that enabled the expression in each stage of realizing the self and had a function of value endowment that realistically enhanced the value of consumers and companies. In addition, in the process of being transformed into the value market, design has played roles in leading creative activities of consumers and companies through ‘design marketing.’ It has been believed that design marketing was persuasive since it was design that both consumers and companies could implement self-interactions smoothly and efficiently in new markets that would pursue the aforementioned values.