Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Color Image Analysis of Cosmetic Web-Site for Color Marketing

  • Lee, Jeongman (DASAN LINC Educational Development Institute, Dankook University) ;
  • An, Jongsuk (Beauty Design, Venture Graduate School of Hoseo University)
  • Received : 2012.11.26
  • Accepted : 2012.12.18
  • Published : 2012.12.30
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Abstract

This study aims to derive the sensitive image analysing the color tones based on the web-sites of cosmetic brand and to know how the web-site color tones and the color tone image as visual factor for information transfer do influence the effective communication. 10 cosmetic brand web-sites are selected based on the pre survey, and the main page color tones of cosmetic brand web-site are analyzed by Color Catch and Munsell Conversion program, whereas the composition of color tones and color image such as the main trend colors, secondary colors, accent colors and etc are analyzed by a graphic professional program 'Adobe Photoshop'. 5 color tone groups are classified as Black&White, Green&White, Blue&White, Purple&White and Red&White according to the color distribution chart, and the emotional language is derived applying them to the pre research and IRI image scale. The color association is empirically analyzed by a survey method. The study results finally show Black&White is proper for expression of high quality and modern image, Green&White for pure and clean image, Blue&White for cool and transparent image, Purple&White for mysterious and elegant image respectively. This study results are necessary for plan of color delivering the strong transferring power of visual information the time when to make the effective web-sites, and it hopefully will be utilized as the basic data for the color marketing to actively express the brand identity and to satisfy the consumers' sensitivity.

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