Abstract
The purpose of the study is to clarify orange image in the modern fashion. So kinds of costume sample being visual power in orange have been selected from photographs in fashion magazines and divided into the tones : mist(Vp, Lgr, L), bright(P, B), vivid(S, V, Dp). The study was measured by using 27 semantic differential hi-polar scales. The subjects were 50 female students majoring in clothing and textiles, The data was analyzed using the statistical SPSS package. The data were collected using self-administred questionnaires and analyzed by Cronbach $\alpha$, Factor analysis, MDS, ANOVA Sheff test and Regression analysis. The major findings of this research were as follows. 1. Factor analysis has extracted 4 factors of orange image in the fashion. These factor are Attractiveness, Audacity, Hardness and Softness, Cuteness. 2. There were significant difference in visual evaluation of tones. 3. The discrimination among tones was related to cuteness and weight of orange. 4. The image effect on Preference, Buying needs, Pleasant and Riches was consist of complicated sensibility.