밀레니얼 세대의 자아존중감에 따른 주거 공간 색채 선호도 조사 연구

Abstract

Colors are light, a wavelength and also have energy. It is also a stimulant source that invokes a person's psychological phenomenon, invigorating the body and helping to maintain emotional stability. In modern society, a mega-trend is mainly focused on increased quality of life in terms of individual happiness and standard of living, and ‘individual happiness’ in particular is getting more and more attention. Among the various psychological factors that lead to human happiness, self-esteem is considered a trait that can bring positive effect in the adapting to the environment. Additionally, it is directly connected with not only human psychology but mental health and furthermore, deeply involved in emotions, activities and the cognitive process. From it, this research investigates the self-esteem of one-person-households among the Millennials, paying attention to the happiness in their residence under such a rapidly changing social structure and uncertain economy. In addition, the paper conducts a study of color preference and residential space color preference to build an effective emotional color strategy and establish a theoretical ground, based on self-esteem. The results can be summarized as follows: respondents of high self-esteem are attracted to the color white and colors of middle-brightness and middle-chroma Y, G, B for their residence, while those of average self-esteem show an inclination towards primary colors of middle-brightness and middle-chroma of Y, G, B as well as secondary colors of RP, PB and YR. Also, when compared to high self-esteem persons, they tend to highly prefer achromatic colors in their residential space. The respondents of low self-esteem show their preference for primary colors, which are not generally used when it comes to residence, which indicates that the degree of self-esteem results in meaningful differences as to color preference. With theser esults, we hope additional research would be conducted to set up a marketing infrastructure for the Millennials and also produce more scientific and objective color applications and create efficient color value.