나이키(Nike) VMD의 색채특성

Abstract

VMD, which has become more important as a means to convey brand value and symbolism to consumers, is further differentiating the brand's philosophy, concept and expression of the product's efficient value. The purpose of this study is to derive the color characteristics of the product and the color characteristics of the product shown in the Nike brand's VMD and analyze them from a comprehensive perspective. We collected the VMD images of Nike, classified them into production tools and products, and used Munsell Conversion to extract the values of H, V, and C for color analysis. As a result of the study, the color of the production tools was similar to the color of the product. It has the largest distribution of colorless colors and has been focused on intense primary colors that express the speed and active image of sports brands. In addition, when comparing the color of the production tool and the color of the production tool shown in Nike VMD, the color of the production tool was lower than the color of the product according to VMD's intention to connect with the product's concept to efficiently convey the function and value of the product. On the other hand, the color of the production tool is often higher than the color of the product, and the use of innovative equipment that shows the development of digital technology, such as LED boards, light panels, and DID stores. Through this study, I could see through Nike store that the product is developing from VMD that emphasizes product to VMD that values brand concept and experience and experience, and that the more experienced stores focus on brand concept and philosophy rather than product.