주얼리브랜드와 컬러마케팅의 상관성

Abstract

Background Among various consumer goods products, jewelery products are a representative product group that can express consumers' consumption sensitivity, and the interest of diversity of preference is increasing. As the competition in the jewelery market expands, it is very important to enhance the competitiveness of the design of the jewelry brand. However, color marketing of domestic jewelery brands and creation of brand value through them are considered to be insufficient in view of foreign jewelery brands. As a result, it is a reality that the brand recognition and industrial competitiveness are not secured. Methods Eight brands with high recognition and preference among jewelery brands were selected and color analysis was conducted. We surveyed and analyzed the color sampled in five areas of CI, web, advertisement, package and interior of each brand. Through this, we try to grasp the correlation between jewelry brand and color marketing. Result There is a correlation between the brand recognition and preference of famous brands, and the consistent color was used for the design elements of CI, web, advertisement, package and interior of the jewelry brand. It has been concluded that companies with color marketing through a consistent color system can increase their awareness and preference, and that brand image can be imprinted on consumers. Conclusion In order to secure competitiveness in the differentiated jewelery market in the future, it is necessary to imprint the brand image with color marketing through systematic and consistent color system construction. The color of the beginning and the foundation of every design is a very important part to recognize the identity of the brand to consumers. Based on the results of the research, it is expected that domestic jewelery brand with low recognition and preference will be reborn as a luxury jewelery brand through systematic color system management.