Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Comparative Analysis of Color Attributes in Infant and Children's Clothing Brand Logos by Brand Type and Pursued Image

유아동복 브랜드의 종류와 추구이미지에 따른 브랜드 로고의 색채 분석

  • Jungeun Lee (Dept. of Clothing & Textile Design, Kyung Hee University) ;
  • Sungwoo Moon (Dept. of Clothing & Textiles, Chungbuk National University) ;
  • Youngjoo Chae (Dept. of Clothing & Textiles, Chungbuk National University)
  • 이정은 (경희대학교 의류디자인학과) ;
  • 문성우 (충북대학교 의류학과) ;
  • 채영주 (충북대학교 의류학과)
  • Received : 2024.03.28
  • Accepted : 2024.05.23
  • Published : 2024.05.30
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Abstract

This study analyzed the colors used in the logos of infants' and children's clothing brands, comparing them based on brand type and the pursued image. A total of 34 brands with the highest recent sales rates were selected. Among these, 17 were large-sized enterprise brands found in department stores, and the other 17 were in-house production enterprise brands. All colors used in the logos of the selected brands were extracted from the brand logo images. In addition, the study classified the pursued images of the selected brands using emotional adjectives in order to assess variations in different color attributes of the logos according to the brand type and pursued image. The study found that in-house production enterprise brands used lighter and more varied colors compared to department store brands. For both brand types, reddish-to-yellowish hues were most commonly used. Brands projecting a 'cute' and 'gorgeous' image exhibited a greater array of colors in their logos, while brands with a 'neat', 'modern', and 'luxurious' image used less saturated colors. In terms of logo type, symbol logos used the most colors with a moderate level of lightness, while typographic logos used the fewest colors with a low level of lightness.

Keywords

Acknowledgement

본 논문은 정부(과학기술정보통신부)의 재원으로 한국연구재단의 지원을 받아 수행된 연구임 (RS-2023-00278093).

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