공간 사용 색채 분석을 통한 브랜드의 색채 이미지에 관한 연구

Abstract

Among various elements of expression used for a brand, elements such as logo, symbol and package are often used for the expression of a brand’s external aspect while form and color are used for the expression of brand identity. Color, which falls under the element of brand symbol perceived by customers is being emphasizes as an element that influences the first contact between a brand and its customers and concurrently as a major external symbol of a brand that forms a brand identity. Hence, the purpose of this study is to extract the colors used as an interior element of brand coffee specialty stores, which are consistently increasing with the current expansion of coffee market, and to use a color image scale so as to extract brand color identity keywords. According to the study results, it was found that in terms of color use, all brands use YR and Y as the dominant colors and color groups of P, R, Y, and GY as the secondary colors. In terms of using tone in color, analysis indicated that all brands, except for Pascucci, generally use Light and Grayish tone. Pascucci, on the other hand, uses Vivid tone, showing clear difference with other brands. Analyzing the adjectives extracted from the use of a color image scale, it was found that among the six brands examined, Pascucci alone indicated similar results from the analysis of tone. ‘Sophisticated’ and ‘Decent’ were commonly extracted from other brands, while ‘Dynamic’ was the keyword extracted from Pascucci. When compared to other brands, Pascucci showed marked difference in the use of color and tone for establishing its brand image. Thus, it is considered that Pascucci is using color as the symbol which reminds coffee customers of Pascucci’s unique identity. Each specialty coffee shop should come up with color plan unique to its brand like Pascucci which was able to express the identity the brand has in a overcrowded coffee market and among coffee specialty brands which are gradually becoming uniform. Through this effort, the consumers will be able to perceive colors and concurrently accept the associated images as part of the brand image, which will lead to their trust for the brand and consumption.