부천시 도시브랜드 아이덴티티 디자인 색채와 도시이미지와의 상관성 연구

Abstract

In building a brand, great identity design is the most basic and important condition. Visual element that makes up the identity is one of five senses of human being accepting fast and most information and it is a powerful means of expression. Identity design which is more symbolic than language and plays important role to remember brand is recognised as a brand and has a variety of images through symbol marks, slogans and characters of brand and it is an association with a specific color to evoke emotional responses. In particular, the color is perceived before form stimulates the emotions and plays an important role to express suggestive and differentiated identity. Aa a result, I survey the color applied by current identity design of Bucheon city. Survey draws some signigicant results,First, “the city of culture” which is ultimate goal of Bucheon city is relatively accepted by residents but negatively accepted by nonresidents. Second, it shows comparative advantage of an awareness of slogan, regardless of residence, about identity design of Bucheon city. Third, it shows the negative consequences of the color applied to identity design in Bucheon. It is analysed that there is the low degree of correlation between the image of “the city of culture” which is Buchien city-oriented and the adjective image which is identity-oriented. As a result, I suggest that Bucheon needs the emphasis policy to widely spread "image of cultural city" to nonresidents. For this purpose, Bucheon should recognize the importance of identity design, especially the identity and suggestive role of color. It should apply the suitable color which is matching the image of "the city of culture" to build the competitive brand of Bucheon city in an era of globalization.