본 연구는 하회탈이 갖고 있는 감성적 요인에 대해 알아보고 문화상품과 관련한 제품디자인 개발에 도움이 되고자 시도되었다. 하회탈 이미지 평가를 위해 감성 형용사 어휘 32개를 추출하여 분석한 결과 첫째, 32개의 감성 평가 어휘로 하회탈 이미지에 대해 알아본 결과, '매력성', '향토성', '흥미성', '역동성', '정교성'의 5개 요인이 나타났다. 둘째, 하회탈 종류에 따라 향토성과 흥미성에서 감성 차이가 있었다. 특히 양반탈이 초랭이탈보다 향토성이 강하며, 중탈, 백정탈 및 부네탈보다는 흥미성이 더욱 높은 것으로 나타났다. 셋째, 하회탈 상품의 재질에 따라 정교성에서 감성 차이가 있었고, 특히 유리 재질에 대해 정교한 이미지를 가지고 있었다. 넷째, 하회탈의 감성이미지는 인구통계학적 특성(나이, 성별, 학력)과 제품 특성(재질, 탈 종류)에 영향을 받고 있었다. 본 연구를 토대로 향후 하회탈 관련 문화상품 개발시 5가지 감성적 요인을 고려한다면 소비자의 니즈에 부합하는 제품 디자인 개발이 이루어질 것이다.

Hahoe Mask Dance is one of the most representative Korean Mask Dances in traditional folk customs. With the longest history among all the Mask Dances, it is the only one that has been appointed as the national treasure. The particular figure designs and tinges in Hahoe Mask Dance not only reflect the traits of characters in the plays but also present to the world the Korean tradition and its immanent thoughts, culture, morality, arts and so on. If kimchi is the most representative food of Korea, Hahoe Mask Dance must be the most representative face. In China, Beijing Opera, as the most influential one, enjoys the fame as “national opera”. It has been spread to the whole world and has become an important means to introduce Chinese traditional culture. The painting on the face of an opera performer is called a facial mask which is a big characteristic of Beijing Opera. The facial masks can help the audience to understand the plots of an opera. hey are different based on different roles. For the roles of “Sheng” and “Dan”, the facial makeups are quite simple with little cosmetics. So they are often called as “handsome makeup”, “plain face” or “clean face”. As for the roles of “Jing” and “Chou”, their facial masks are more complex. “Jing”, particularly, is always heavily painted with complicated designs. So it is often called “flowerish face”. The facial masks in Beijing Opera mainly refer to the facial paintings of “Jing”. The article is aimed at an analysis and a comparison between Hahoe Mask Dance and Beijing Opera in the aspects of figure designs, tinges and colors, hence to understand the traditional cultures of both countries deeply.