모바일 앱 브랜드 컬러 이미지에 관한 연구- 중국 배달 앱을 중심으로 -

Abstract

Due to the COVID-19 and increased single-person households, the number of delivery app users rapidly increased within a short time. The delivery app market of China tends to show continuous increase in users based on the large market size, and shows high potential and development prospect. Therefore, the purpose of this study is to present implications for effective delivery app design by analyzing the brand color images used for Chinese delivery app, and also users’ preference and perception of brand image according to color use. For case analysis, three top brands of Chinese delivery apps with the most users were selected. Based on the main screen colors and adjective images analysis of each brand, the preference of color combination for delivery app and the perception of brand image through color were identified via user surveys. The results of the color analysis and surveys indicated the following implications. First, regarding the color use, selecting the combination of colors close to the ‘dynamic’ and the ‘soft’ within the I.R.I image space is effective for delivering the brand image. Second, it is suggested that the users’ purchase needs can be raised by properly increasing the use of warm-tone colors and adding colors that stimulate appetite such as yellow and orange. Third, the tone and used area percentage of main and secondary colors should be adjusted according to image positioning of each brand. The results of this study could be utilized as reference for effective delivery of brand identity in the aspect of color use for delivery app developers.