중국 퉁링시 도시 브랜드 구축을 위한 색채전략 연구

Abstract

Tongling City has a history and natural landscape as a copper industry center, but lacks competitiveness in tourism and cultural industries. This study aims to strengthen the city image through a city brand color strategy that reflects the unique characteristics and cultural resources of Tongling City to solve this problem. The scope of the study is limited to the characteristics of the city, including the natural landscape and industrial characteristics of Tongling City, and the city brand color strategy that reflects them. The research method is as follows: first, a theoretical foundation was established through literature review and analysis of previous studies. Second, the main resources of Tongling City were investigated, and the characteristics and problems of the city were derived through a questionnaire and SWOT analysis. Third, colors were selected based on the extracted data, and the cultural context, historical meaning, psychological response, and symbolism were reflected and evaluated for tourists. In the research process, the analysis was conducted mainly on the colors extracted from the natural and urban landscapes of Tongling City. The final derived colors of brown, green, gray, blue, and black were evaluated as colors that could effectively visualize the city's industrial, natural, and cultural identities, respectively. These colors can be applied to various visual media such as city logos, buildings, and public facilities to strengthen the brand image of Tongling City and contribute to enhancing competitiveness in the tourism and cultural industries. This study provides the basis for color strategies for sustainable urban development of Tongling City and is expected to be a useful reference for future studies on city brands and colors.