Scan the sensory impression and
reaction structure of the brand, product, or experience. (Sensory Diagnosis)
A research platform for designing the structure of human perception.
Fu's Lab is a research laboratory that examines the essence of design and strategically reconstructs it through the structure of human perception, cognitive judgment, and the architecture of meaning.
It’s a platform where designers, thinkers, and researchers co-create the future of sensory design
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Human-Centered Thinking
We place human psychology, brain architecture, and sensory response at the forefront of every design and message we create.
Strategic Affinity Design
We understand unconscious human reactions and design scientifically grounded structures of appeal that guide choice and perception.
Sensory Authenticity
We begin our strategy by restoring instinctive sensory judgment and reclaiming the freedom of suppressed perception.
Integration of Theory and Practice
We translate the academic foundations of evolutionary aesthetics and neuroaesthetics into practical strategic language, offering actionable consulting solutions.
We begin with the truth of the senses to design human-centered future strategies.
We help brands and organizations build strategies rooted in the sensory truths of human experience, using insights from neuroaesthetics and evolutionary aesthetics. By combining scientific thinking with creative intuition, we turn deep understanding into design-driven solutions that resonate with both people and the market. Our core value is not just solving problems, but asking: Why are we drawn to it?
Our Team
Cho, Taig Youn
Partner Consultant
- Professor, Department of Industrial Design, Hong-ik University
- 2006 Ph.D of Engineering, Chung-Ang University
- 1999 New York State Architect, AIA
- 1994 UCLA Master of Architecture
- 1990 Pratt Institute Master of Architecture
- 1986 M.A of Engineering, Chung Ang University
- 1984 B.A in Architectural Engineering, Chung-Ang University
Editor
Cheon, Ho Jin
Co-Researcher
Song, In jo _ Professor / Qingdao City University
Lyu, Xin _ Professor / Beijing University of Technology
WEI, RANRAN _ Professor / Qingdao University
LI, QI _ Professor / Shanxi University
Doctoral Student Researcher
Cho, In Young
Hwang, Yeong ji
Won, Yu Jin
Dai, Yuhang
Liang, Zhiqi
Yang, Mingyue
Park, Chun Il
Hur, Hyun Woo
Choi, Jun Sic
Xiao, Xiaoyu
Kim, Jin Kyung
Park, Hye Ji
Zhao, Peixu
Lu, Chao
Im, Hyun Jung
Li, Xinyi
Xiao, Lu
Yang, Xuejiao
Master's Student Researcher
Lao, Jiali
Wu, Xinpei
Seo, YuhWa
Jung, InHwa
Heo, Shin Jae
Wang, Gengchen
Graduate Reasearcher
Chung, Yu Jin
Cho, Yun Sul
Wei, Ranran
Liu, Xu
Kim, So Jung
You, Yang
Li, Qi
Pack, Yun
Kim, Hyun Jin
Kung, Chia Yao
Ju, Young Min
Pan, Haze
Yang, Yu
Nansi Kiryakova
Zhao, Xingchen
Zhang, Chen
Peng, Daizhuo
Yoon, Da Mi
Ji, Zexin
Chang, Ziyi
Zhang Zhijun
Xu, Lianying
Lee, Young Eun
Zan, Yuqing
Yao, Yuqi
Li, Yufan
Park, Da Bin
Ma, Guanyi
Methodology
S.E.N.S.E.™ Framework
Loop Narrative
Fu's Lab Workflow (Loop-Based Keyword Structure)
We scan how people feel, extract what shapes their instinct, narrate in the language of the senses, structure the flow of reactions, and evolve the brand through every new response.
S
E
Extract the key sensory elements and
perceptual flow that influence instinctive judgment. (Sensory Keyword Mapping)
N
Narrate
Design a narrative structure that evokes primal attraction and emotional resonance. (Strategic Narrative Design)
S
Structure Translate the sensory strategy into tangible structures across message, content, design, and space. (Sensory Flow Architecture)
E
Evolve
Analyze feedback and reactions to continuously refine and redesign the sensory framework. (Responsive Sensory Loop)
Not just information — patterns of perception.
The senses don’t lie. People believe first through what they see, hear, and feel.
We are not simply designers who create images. We are strategists who design human responses.
When we understand the flow of perception, the path to persuasion becomes clear.
Newsletter
Publications
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GETTING STARTED |
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What kind of site is Creatorlink? |
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How do I register for Creatorlink? |
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Is there a membership fee? |
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How do I share my site, to make it public? |
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Can I create and edit a portfolio site using a mobile device? |
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Are there any browser limitations for using Creatorlink services? |
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Is Creatorlink compatible with iPads or other tablets? |
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What‘s the ‘one page design‘ option in the site settings menu? |
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Design Humanity
Why are chimpanzees, our closest cousins, and whales with brains six times larger than ours not as smart as humans? Humans, who have intelligence that no other life on Earth has, design humans prepare for the 4th industrial revolution.
Future is Wonderful
Why are chimpanzees, our closest cousins, and whales with brains six times larger than ours not as smart as humans? Humans, who have intelligence that no other life on Earth has, design humans prepare for the 4th industrial revolution.
Design Structuring Process
01
Sensory Research & Diagnosis
We analyze the mechanisms of human sensory judgment to identify why a brand or product may not be resonating effectively.
/ Sensory Research Workshops
/ Design Response Analysis (based on neuroaesthetic structure interpretation)
/ Brand Affinity Diagnostics (across language, imagery, space, etc.)
02
Strategic Structure Design
We develop strategy frameworks that leverage sensory-based insights to elicit unconscious responses from customers.
/ Sensory Positioning Framework for Brands
/ Visual Communication Strategy
/ Scenario Proposals for Spatial or Interface-Based Affinity
03
Future Scenario Development
We propose growth directions for brands and organizations by designing emotional frameworks that restore suppressed sensory responses.
/ Human-Centered Future Scenario Proposals
/ Sensory-Based Storytelling Frameworks
/ Strategic Summary Reports and Pitch Decks
Consulting Program
We analyze how your brand interacts
with human sensory perception.
For : Initial brand assessment, pre-renewal diagnostics
Deliverables : Sensory Diagnosis Report & Reaction Factor Analysis Chart
For : Initial brand assessment, pre-renewal diagnostics
Deliverables : Sensory Diagnosis Report & Reaction Factor Analysis Chart
SENSE SCAN
Sensory Diagnosis Program
We design positioning structures and messaging strategies grounded in sensory response.
For : Brands with unclear appeal structures, organizations seeking to evoke stronger responses
Deliverables : Sensory Structure Framework, Strategic Map
For : Brands with unclear appeal structures, organizations seeking to evoke stronger responses
Deliverables : Sensory Structure Framework, Strategic Map
STRATEGY FRAME
Sensory-Based Strategy Design
We propose future-oriented brand directions using neuroaesthetic and evolutionary aesthetic insights.
For : Brands preparing for change, organizations needing mid-to-long-term strategic direction
Deliverables : Sensory-Based Future Scenario Book
FUTURE SIGNAL
Sensory Scenario Strategy
Participants engage in sensory judgment experiments and strategic design exercises.
For : Internal capability building, design/brand/strategy teams
Includes : 3~4 hour workshop, hands-on kit, result feedback
For : Internal capability building, design/brand/strategy teams
Includes : 3~4 hour workshop, hands-on kit, result feedback
WORKSHOP
Experiential Workshop Product
A creative toolkit that reinterprets brand language, visuals, and spatial elements through sensory insight.
For : Campaign preparation, new brand launches
Includes: Brand Affinity Keyword Cards, Sensory Story Format , Message Prototypes
SENSORY STORY KIT
Content-Based
Product
A shared place for questions
The Fu's Lab 'Community' is a space where questions become content.
We do not seek to share conclusions —but to build, test, and evolve our questions together.
This is not a forum.It is a living, thinking platform for experimenting with perception and structuring meaning.
You are invited.If you carry a question — leave it with us.
● Selected questions may shape our newsletters or research reports.
● Some will become workshops.
● Others, visual structures or public insights.
Share your question
| NO | STATUS | CATEGORY | TITLE | NAME | DATE |
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| category | Privacy Notice | Admin | 2023.05.01 | ||
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문의에 대한 답변 글입니다.
관리자
2023.04.18
네, 자신이 여행자이고, 여행자의 자격을 가지고 있는 경우 예약할 수 있습니다.
예약은 본인만 가능하며, 이 외 귀하 회사의 여행 정책에 따라 여행 매니저의 승인이 필요할 수 있습니다. |
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| 6 | Waiting | category | What are the payment methods available? | Raphael | 2023.05.02 |
| 5 | Waiting | category | Can I issue a travel service (flight , hotel, car rental etc.) without the use of a credit card? | Blaise | 2023.04.31 |
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This is an answer to your inquiry
Admin
2023.04.18
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| 2 | Replied | category | Can I enroll to a specific Reward category without having reached the respective travel spending? | Eva | 2023.04.12 |
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