국내 스마트폰 오픈마켓 앱에 나타난 브랜드 컬러 활용에 관한 연구 - 11번가, G마켓, 옥션을 중심으로 -

Abstract

In the past, most of the shopping was the form of consumers' buying goods directly but today, the form is changed to shopping by computer thanks to the development of Internet. These open markets are rapidly increasing because it is possible to buy goods much cheaply than off-line. Like this, numerous open markets are doing their best to expand consumers' layer through reliable deals by showing their own differentiated brand identities. Especially, repeatedly exposed brand color is a very important device to recognize consumers their brand identities. Moreover, as shopping forms are developed, they are going over to smart phone media instead of computers. Purchase using smart phones is expanding the significance of marketing through differentiated brand colors in limited screen size and standardized layout. Accordingly, this research studied how inherent brand colors of 11st street, G market, and Auction, which are the three largest domestic open markets, are realized in the limited screen size of smart phones. As the result of the study, 11st street and G market easily highlighted their brand colors by utilizing one's brand colors utmost in app icon, event screen, and issued coupons. However, Auction had a difficulty in delivering its brand identity to consumers through smart phone screen because it is made with different sense with fundamental brand color. Color is a very important factor to express brand identity in limited screen so each of the open markets should use brand color actively in app design.