• Journal of Fashion Business
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• v.7 no.1
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• pp.55-71
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• 2003

The purpose of this research are to enhance the understanding of color marketing and to suggest future implementation strategy in the fashion industry. To do so, (1) the concept, requirements, tactics are discussed, (2) various cases are analyzed and key points of color marketing are suggested, (3) the current situation of color marketing and the problems are discussed, and (4) the future implementation strategies for the fashion industry are suggested.

• Journal of Fashion Business
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• v.7 no.2
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• pp.107-121
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• 2003

The purpose of this research is to enchance the understanding of color marketing, to support the efficient color informatiom which is useful in color planning and is suitable for brand image, and to suggest future implementation strategy on the fashion web sites. To do so, First, the concept, requirements and the current situation of color marketing are suggested. Second, various cases of color marketing on fashion web sites are analyzed. Third, the future implementation strategies for fashion web sites are suggested.

• Journal of Distribution Science
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• v.15 no.3
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• pp.39-47
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• 2017

Purpose - The purpose of this study is to measure the effect of brand awareness by color marketing to purchase and revisit intentions in Traditional Markets. Research design, data, and methodology - For this study, 5 point Likert-scale was used based on previous research. Used SPSS ver.22, factor analysis and Cronbach's alpha, regression and correlation were tested. 254 samples were used for the analysis. Results - The three attributes of color marketing(symbolism, identifiability, association) exerted significant effects on brand awareness of traditional marketing explained 38.7% of the variance. Thus, , , and were supported. However, was not supported. Conclusions - Colors play important roles in establishing new images in consumers' minds. The visual sense affects emotions and attitudes and most of the visual sense is affected by colors. Colors that we see move people's heart and induce atmospheres thereby greatly affecting humans' physical and mental activities. To increase traditional market brand awareness, it is necessary for traditional markets to display a level of attractiveness through the use of colors and visuals. So to use color marketing in traditional market is very important for brand awareness which can cause purchase and traditional market revisit intension.

• Journal of the Korean Society of Food Culture
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• v.30 no.2
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• pp.182-189
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• 2015

This study assessed the effect of color marketing in the RTD coffee industry in Korea. In order to investigate the effect of color marketing, this study measured the characteristics of color marketing as well as brand image and attitude in accordance with behavioral intention to purchase. Data were collected using questionnaires, and a total of 310 questionnaires were distributed with 298 entered for data analysis. Frequency analysis, factor analysis, correlation, and multiple regression analysis were tested using SPSS. A total of seven factors were extracted, including brand attitude, purchase intention, association, identification, brand awareness, symbolism, and attention. Significances were found between brand awareness and identification (p<0.001) and attention (p<0.001). In the relationship between characteristics of colors and brand attitude, significances were found in identification (p<0.001), attention (p<0.001), and association (p<0.001). Further, brand attitude and brand awareness had a significant positive effect on purchasing intention of RTD coffee. Results of this study suggested that color marketing is a good marketing tool to persuade potential consumers to purchase RTD coffee based on brand attitude and brand awareness.

• Journal of Fashion Business
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• v.17 no.2
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• pp.117-135
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• 2013

With the growth of mass media, professional baseball teams have strived to keep up team's tradition and individuality and build a distinctive image through sports marketing using visual identity. Among others, a baseball uniform is used as a sports marketing tool more than an uniform. Uniform color acts as a distinctive element in team's uniform design and is effective to raise attention, manifest a positive image to spectators, and increase trust and affinity. This study aims to compare and analyze color characteristics and images of professional baseball uniforms in America, Japan, and Korea as visual identity. For this, literature review was made on the history of baseball, uniforms, sports marketing, and visual identity, and then color characteristics and images were analyzed on professional baseball away uniforms in Korea, America, and Japan collected in Internet and official web sites. The results are as follows. First, for color characteristics of professional baseball uniforms, the most frequently used color was R(V) color in Korea, ltGy color in America, and Bk color in Japan. Second, for color images of professional baseball uniforms, the most frequently used image was a casual image in Korea, a dandy image in America, and a modern image in Japan.

• Journal of the Korea Society of Computer and Information
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• v.19 no.2
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• pp.117-124
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• 2014

In this paper, it aims to get an effective marketing strategy in terms of business by introducing combined social video and color marketing technique. The process of research will be implementing a stop motion technique video by combining a black and white video with an extracted color image and then, further investigates each process. The expected result is that the effects can contribute to the development and the activation of company or brand's social video marketing by using the new video production technique. From the perspective of a company, the technique can effect in a positive way. They can provide consistent message to customers (public) by the color effect which contain brand's core message.

• Journal of Fashion Business
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• v.16 no.6
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• pp.127-143
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• 2012

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.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.11
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• pp.6472-6477
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• 2014

This study examined the trends of an illustration artist's art marketing widening its area in recent years and proposes a design concept of color cosmetics. Art marketing is a type of culture marketing and means marketing through exhibitions, performances and other artistic activities. Free artistic sensibility expression in which the artistic motif is melted into a product beyond the works of a particular artist, and the product, in turn, can be reflected in the canvas, has attracted attention. The works of illustrators are widening their area into the item in life not canvas. This paper proposes the color cosmetics design that reflect art marketing. The main target who proposed the design concept was trend-oriented and in their early to mid-20s with a strong personality, showing a strong tendency of attracting attention and being recognized. To emphasize the design concept of color cosmetics packaging design, the progressive image of the target class was reflected through brilliant and intense color combination. The cultural value and meaning are provided as the artistic mood becomes a part of life.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.1
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• pp.144-156
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• 2014

This study analyzes effects of color marketing on brand charisma and marketing outcomes, specifically focused on agricultural goods co brand. that is color marketing refers to the extent to which people like color marketing and consists of symbolization, association and discrimination, and so called variables of marketing outcome is defined as the extent to which a color evokes meaning (loyalty, satisfaction, and switching barrier of brand). We collected statistically usable data from 266 questionnaire respondents who live in national provinces and analyzed them with SPSS 20.0 and Amos 5.0 to achieve research's goals. Based on the past studies, a total of three hypothesis are addressed in the study. Analysis results revealed that, first, color marketing of symbolization and association had a positive impacts on brand charisma. Second, the survey found that symbolization has q positive influence on brand loyalty and satisfaction except for switching barrier, association had an effect on brand loyalty, and discrimination had an effect on brand satisfaction. Third, brand charisma had an effect on brand loyalty and satisfaction. specially switching cost had not meaning on all hypothesis by reason of do not fully understand meaning of switching barrier. Summary and strategy implication will be mention in conclusion.

• Food Science and Biotechnology
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• v.17 no.1
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• pp.66-71
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• 2008

A total of 284 milled rice (MR) marketed in Korea were analyzed for grading characteristics (head rice, broken kernels, chalky kernels, and damaged kernels%), color characteristics (L-, a-, b-values, and whiteness), protein content (%), and the cooked rice (CR) sensory quality to investigate the key characteristics affecting the overall sensory quality of rice marketed in Korea. Relatively high correlation with the overall sensory quality of the CR was found in color characteristics such b-value of the CR (r=-0.779) and MR (r=-0.545), the a-value of the CR (r=0.513), and the whiteness (r=0.298) of the MR, compared to protein (r=-0.150), and the moisture (r=0.158) contents of the MR and the percentage of head rice (r=0.195). Partial least squares (PLS) regression of the CR b-value with various characteristics of the MR showed that CR b-value was increased with MR b-value effectively, followed by protein content, damaged kernels, chalky kernels, and colored kernels of MR while it was decreased with whiteness and moisture content for the MR.