지역 브랜드의 서체 개발 요건에 대한 소비자 반응 연구 - 국내 지역 서체를 중심으로 - = A Study of Consumer Responses to Korean Local Typeface Development Requirements

다국어 초록 (Multilingual Abstract)

This study aims to explore the recognition of local typefaces, compare their attributes in relation to developmental needs, analyze their potential role in local branding, and establish the groundwo rk for local typefaces as a branding tool. The methodology involves several key steps: firstly, re viewing relevant literature to understand the relationship between local typefaces and regional br ands. Secondly, analyzing domestic and international cases of local typefaces. Thirdly, conducting an empirical study on consumer responses, utilizing the Mann-Whitney U test and Kruskal-Walli s H test for analysis. The study focuses on 30 typefaces developed and distributed at the regional level of cities, provi nces in South Korea by 2023. Additionally, surveys are conducted four times with a total sample size of 60 typefaces, stratified based on awareness of regional names. Findings reveal differences in visibility, aesthetics, legibility, and scalability among typefaces, par ticularly noticeable in regions such as Jeju Special Self-Governing Province, Goyang City, and G yeongju City. Symbolism plays a significant role, with typefaces from regions like Jeju and Taeba ek City aligning well with local imagery. These locally-tailored typefaces contribute to stronger brand identities and attract potential users. While this study has limitations, such as focusing on a subset of local governments and typefaces developed before 2023, it provides valuable insights into the development requirements and effec tiveness of local typefaces in branding. Future research should delve deeper into newer regional typefaces and their utilization across various media platforms.