예측 가능한 표현의 성공률에 관한 연구

The value of expression is meaning and communication. Meaning is the judgment of designers inferred from consumer memories of the subject and communication is the judgment of consumers regarding the judgment of designers. The value of expression is determined by the judgments of designers and consumers so there is a strategically mutual dependence between designers and consumers. Therefore, this study aims to apply game theory to design acts in which strategically mutual dependence exist to explore the success rate of predictable expression. This study put mathematical probabilities calculated based on the subject of case numbers into a 2 × 2 game model to estimate the success rate of expression. The results were as follows. Regarding designer expressions with a positive and negative probability of 0.5, there is ① a 0.25 probability that the consumer will make a positive judgment ② a 0.25 probability that the consumer will make a negative judgment and ③ a 0.5 probability that the consumer will make either a positive or negative judgment. Success rates calculated by putting the probabilities of ①②③ into a 2 × 2 game model were as follows. The success rates of ①② are 31.25%. The success rate of ③ is 25%. The success rates of 31.25% and 25% are cases in which designers have 50% certainty in their own design. When designers have 100% certainty in their own design, success rates are 62.5% and 50%. It can be assumed that when designers have a 50% certainty in their own design, they have emphasized efficiency and universality and when they have a 100% certainty in their own design, they have emphasized originality and an experimental nature. In the zero sum game, because consumers do not choose as much as the success rate, it must be predicted that designers fail that much. In designs, it can be assumed that because efficiency and universality are emphasized from consumer perspectives, they deal with failure rates and because originality and experimental nature are emphasized from designer perspectives, they deal with success rates. This is because designs simultaneously pursue low failure rates and high success rates. Designers are required to scientifically analyze the demands and needs of consumers within social, economic, and cultural contexts, acquire design efficiency and universality, and to pursue experimental nature within descriptive contexts and originality within aesthetic contexts. Efficiency and universality are necessary conditions for design and experimental nature and originality are sufficient conditions.