도시 공간에서의 미디어파사드 시각정보 전달 특성 연구-설치 방식, 외피 유형, 공간맥락의 상호작용을 중심으로-

In practice, evaluations of media facades often overemphasize display resolution and contextual aesthetics while underemphasizing physical installation conditions—such as facade material, luminance levels, and viewing geometry—from the standpoint of visual information delivery. This study examines how three design variables—installation methods, facade types, and spatial contexts—interact to shape the visual-information delivery of media facades. Within a 3×4×3 typological framework (installation method × facade type × spatial context), nine publicly accessible cases were qualitatively assessed by two trained raters on three indicators—cognizability, legibility, and attentional salience—using a three-point scale; inter-rater reliability was acceptable (Cohen’s κ = 0.78). Results indicate that LED systems on opaque facades tend to yield higher cognizability and legibility, whereas open-plaza contexts tend to dilute focal attention. Cross-case synthesis further groups delivery structures into three types—information-centered, attention-guiding, and aesthetic-expressive—each suggesting distinct planning and design guidelines for urban applications. By presenting an integrative qualitative framework, this study lays groundwork for subsequent research that will incorporate quantitative metrics and user-behavior analyses to validate and extend these findings.