브랜드 퍼스낼리티 맵 기반 브랜드 컬러 결정방식에 관한 연구 - 브랜드 리뉴얼을 위한 브랜드 컬러 결정을 중심으로 -

Abstract

This study presents the limitations of brand color decision according to the existing industry group or industry in brand color decision, and proposes a brand personality map-based brand color decision process as a new alternative. The concept of brand personality map was organized through theoretical consideration, and six brands were selected through experimental design to evaluate the concordance between brand identity and brand color. Based on this, based on the brand personality map, 3 brands whose brand identity and brand color matched and another 3 brands that did not match were selected, and after changing the color, an experimental study was conducted to measure brand preference. As a result of the analysis, it was proved that the color decision method using the personality map can increase the preference for the brand by increasing the suitability of the brand color. This study suggested the possibility of using the personality map in determining brand colors in the future, and it is expected that the results of this study will contribute to the success of brands in the future.