올림픽 심벌마크의 컬러가 감성반응에 미치는 영향

Abstract

There has been an increasing interest on enhancing the global image and prestige and its effects on the national economy in a festive mood by hosting Pyoungchang Winter Olympic Games. Going along with this atmosphere, while Olympic is regarded as not only a storts event but also a national brand, more and more efforts have been poured to the identity design. This experimental study focuses on the emotional response which would be changed through the color modes of the emblem, the key visual element promoting Olympic as a brand. Eleven samples were chosen as a visual stimulus for the experiment, which belong to the expansive era of the emblem design. Each emblem’s symbol marks are extracted and modified to greyscale and black & white mode, so that three collection were used for the emotional stimulus. Prior to the experiment, four emotional axis including refinement, salience, dynamicity and intimacy on the basis of emotional vocabulary collected through olympic mottos, symbolic meaning of color and free association of each emblem. The effects of colors on the emotion were reviewed by analysing the emotion test scores before and after hue elimination through the semantic differential method. Six groups were caught that were statistically meaningful. Among those three groups which showed big differences of emotion test, were verified to have a considerable effect on the emotion. But the other three groups which showed slight difference, were assumed that figurative features had more effect on the emotion than colors. This study is expected to role as the basic frame for the advanced research in the emotion covering cross-cultural and intergenerational researches.