성격유형에 따른 자아이미지와 색채 선호도의 상호 연계성 연구 -20-30대를 대상으로-

Abstract

Colors are a stimuli that induces psychological reaction in humans and common trends are found according to the time, region, disposition, and other various conditions. Furthermore, colors act as an important factor in purchase behavior of humans. This study investigated mutual relationship between color preference and self image among people in their 20s and 30s, the consumer base that shows the strongest tendency of emotional purchase, according to personality type, in order to provide theoretical basis for effective color marketing strategies. The result of survey on color preference according to 4 DISC personality types was as follows: subjects with a strong ego who are goal-oriented and confident preferred colors of strong tone and long wavelength while those who are optimistic, expressive, and enthusiastic preferred colors of strong tone and short wavelength. Subjects who were steady, stable, and loyal preferred colors of strong tone and black, those who are analytical, systematic, and rational preferred colors of weak tone and gray. The result presented in this study is worthy of the study because it provides a new perspective by linking the theoretical analysis and reference system according to DISC personality type to the color preference and sets the strategy differently from the previous research as the basic data. Therefore, based on the results of this study, it is possible to refer to DISC personality types of different individuals in company or color company, and to introduce new value for emotional color marketing according to personality type This study suggests that the direction of future research can be suggested.