Color Image Analysis of Cosmetic Web-Site for Color Marketing
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This study aims to derive the sensitive image analysing the color tones based on the web-sites of cosmetic brand and to know how the web-site color tones and the color tone image as visual factor for information transfer do influence the effective communication. 10 cosmetic brand web-sites are selected based on the pre survey, and the main page color tones of cosmetic brand web-site are analyzed by Color Catch and Munsell Conversion program, whereas the composition of color tones and color image such as the main trend colors, secondary colors, accent colors and etc are analyzed by a graphic professional program 'Adobe Photoshop'. 5 color tone groups are classified as Black&White, Green&White, Blue&White, Purple&White and Red&White according to the color distribution chart, and the emotional language is derived applying them to the pre research and IRI image scale. The color association is empirically analyzed by a survey method. The study results finally show Black&White is proper for expression of high quality and modern image, Green&White for pure and clean image, Blue&White for cool and transparent image, Purple&White for mysterious and elegant image respectively. This study results are necessary for plan of color delivering the strong transferring power of visual information the time when to make the effective web-sites, and it hopefully will be utilized as the basic data for the color marketing to actively express the brand identity and to satisfy the consumers' sensitivity.
Abstract
This study aims to derive the sensitive image analysing the color tones based on the web-sites of cosmetic brand and to know how the web-site color tones and the color tone image as visual factor for information transfer do influence the effective communication. 10 cosmetic brand web-sites are selected based on the pre survey, and the main page color tones of cosmetic brand web-site are analyzed by Color Catch and Munsell Conversion program, whereas the composition of color tones and color image such as the main trend colors, secondary colors, accent colors and etc are analyzed by a graphic professional program 'Adobe Photoshop'. 5 color tone groups are classified as Black&White, Green&White, Blue&White, Purple&White and Red&White according to the color distribution chart, and the emotional language is derived applying them to the pre research and IRI image scale. The color association is empirically analyzed by a survey method. The study results finally show Black&White is proper for expression of high quality and modern image, Green&White for pure and clean image, Blue&White for cool and transparent image, Purple&White for mysterious and elegant image respectively. This study results are necessary for plan of color delivering the strong transferring power of visual information the time when to make the effective web-sites, and it hopefully will be utilized as the basic data for the color marketing to actively express the brand identity and to satisfy the consumers' sensitivity.
참고문헌 (18)
- Liu, Yuan-Chen, "A Study On Color Application of Brand BI and Web Site", Dept. of Design, pp.2010
- 허경석, "Color Atlas of Head and Neck Anatomy", pp.6~ (2007), 대한나래출판사
- TRULY DEEPLY, "2009", 2010 Trend Report - The visual Language of Brand, 2010, pp.140~141
- Park, Sook Hee, "Basic Color & Design", pp.112~ (2010), Taehakwon
- Kim, Ju-Hoon, "A Study on the Brand Color Application Affecting Brand Image", Journal of Korean Society of Communication Design, 10, pp.45~ (2007)
- Kim, Mee Shuk, "A study on Color analysis for web design - focused on the on-line education site", Korean Journal of Communication Studies, 13, pp.78~79 (2003)
- 김경화, "우유 Packaging 색채 마케팅전략", 한국콘텐츠학회 논문지, 12(1), pp.197~210 (2012), 한국콘텐츠학회
- 김신애, "컬러마케팅전략, 브랜드카리스마와 고객의 브랜드만족간의 관계연구 -굿뜨래 공동브랜드를 중심으로-", 식품유통연구, 29(1), pp.37~56 (2012), 한국식품유통학회[DOI]
- Faber Biren, "Psychology of Color", pp.318~321 (1993), Dongkuk publishing company
- 문지영, "스포츠웨어 브랜드의 웹사이트 색채 특성 분석", 복식문화연구, 19(4), pp.794~804 (2011), 복식문화학회
- 김현정, "국내외 온라인 서점 사이트의 홈페이지 색채 분석 - 미도의 정량적 산출과 국가별 비교 분석을 중심으로 -", 디지털디자인학연구, 10(4), pp.163~176 (2010), 한국디지털디자인학회
- Brown, David C, "Evaluating Web Page Color and Layout Adaptation", IEEE Mutimedia, 9(1) (2002)
- Bernd Schmitt, "Marketing Aesthetics-The Strategy of Brands" (1997), The Free Press
- Moon, Parry Spencer, "Aesthetic Measure Applied to Color Harmony", Journal of the Optical Society of America, 34(4) (1944)
- W. O. Bearden, "The Use of Extrinsic Cues to Facilitate Product Adaptation", Journal of Marketing Research, 18(1) (1982)
- R. W. Belk, "Situation Variables in Consumer Behavior", Journal of Consumer Research, 2(12) (1975)
- Igarashi Haruyoshi, "The Effect of i.c.v. Administration of Calcitionin on Mouse Small Intestinal Transit", The Japnese Journal of pharmacology (1998)
- R. J. Kent, "Competitive Inference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity", Journal of Marketing, 58(1) (1994)