• 한국콘텐츠학회논문지
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• 제12권1호
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• pp.197-210
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• 2012

본 논문에서는 소비자들이 우유 제품을 구매시 Packaging 디자인 요소가 어떠한 영향을 미치는 가를 파악하기 위해 수도권 지역에 거주하고 있는 성인남녀 중 유제품을 구입한 경험이 있는 소비자 120명을 연구대상으로 선정하였다. 수집된 자료의 통계처리는 SPSS 12.0 for Windows 통계 패키지 프로그램을 이용하여 빈도분석과 평균과 표준편차의 기술통계량을 이용하여 산출하였다. 또한, 우유패키지 디자인을 선정하기 위해 2010년 한국리서치 소비자 정성 조사 보고서 자료와 예비조사를 토대로 출시되고 있는 전체 일반우유 패키지 디자인 중 가장 선호하는 3가지 제품과 가장 비선호하는 3가지 제품을 선정하였다. 아울러, 초코와 딸기 우유 중 가장 선호하는 우유 3가지를 선정하여 연구대상으로 선정하였다. 분석결과는 첫째, 소비자들의 우유제품 구매시 가장 고려하는 사항은 가격으로 나타났고, 둘째, 소비자들의 시중 우유패키지 디자인에 대한 평가는 우유제품의 포장 디자인에서 중요한 사항으로는 색채가 3.81점으로 가장 높게 조사되었다. 셋째, 각 제품별 우유 패키지 디자인에 대한 평가를 분석한 결과, 우유 제품 패키지 디자인은 복잡하지 않은 것으로 평가되었다. 또한, 전체 9개의 제품을 평가한 결과 1번 우유(남양: 맛있는 우유)가 다른 8개의 우유에 비하여 매우 높은 평가를 보였고, 이는 우유제품의 선택에 있어 색채패키지 디자인이 중요한 역할을 하는 것으로 풀이된다. 따라서 본 연구에서는 색채마케팅 전략을 다음과 같이 설정하였다. 첫째, 패키지 디지인의 특성을 강조할 수 있도록 심미적 호감, 정보전달, 생태계 보호, 홍보 강화 등의 기능역할을 강화, 둘째, 색채가 부여하는 심리적 내지 생리적 효용, 커뮤니케이션 매체로서 시각전달에 사용하는 효용 이외에 상품의 이미지를 전달할 수 있는 색채마케팅 전략을 구축, 셋째, 기업 이미지 통합을 위한 색채마케팅 전략을 구축하고, 마지막으로 기업과 제품 스타일에 적합한 색채를 구성해야 하며, 기업색채를 활용한 디자인마케팅을 도입해야 한다.

• 대한가정학회지
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• 제43권10호
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• pp.155-165
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• 2005

The purpose of this study was to analyze difference in clothing preference based on the perceived body types. The objects of this study were to prepare for the establishment of a marketing strategy and alternative plan intended for users operating in a subdivided market, after analyzing the differences in clothing preference based on the perceived body types. The respondents comprised 192 female adults, who were residents in Busan. The questionnaire was composed of three sections: style, textile, and color of clothing. Data were analyzed by frequency, factor analysis, cluster analysis, discriminate analysis, and ANOVA. Cluster analysis was employed to identify groups of respondents based on the five delineated measure items. Based on the findings, three distinct groups were formed: thin, normal, and obese. The result of this study showed statistically significant differences among the three groups in terms of style, textile, and color of clothing, as well as in terms of demographic characteristics. Marketing and management implications for effectively targeting the segments are discussed.

• 한국의류산업학회지
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• 제6권3호
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• pp.285-296
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• 2004

Fashion business must reflect the seasonable fashion trend because fashion has change always, and therefore fashion business has a big risk at the attribute. Careful consideration should be given to the selection of a particular color code to meet the purpose of marketing research in various color products. It must be designed to grasp systematically and comprehensively the current trend of colors. The most suitable color code for meeting this proposition would be one based on the designation by color ranges. The ISCC-NBS method of designating colors, published in 1955, was established by dividing the color solid into 267 color name blocks. The detailed classification like the ISCC-NBS system is very appropriate to serve the purpose of giving all color names according to color ranges. But it is somewhat too complicated to answer the purpose of surveying the trend of colors and of comparing and evaluating the ups and downs in the popularity of the range of each individual color. I have worked out the most convenient method of designating colors in accordance with the type of investigation needed. It is the classification which involves four classification system in itself, fundamental, gross, medium, and minute. The fundamental classification system classifies hues and neutrals into 16ranges. The gross classification system divides the above 16 ranges into 30. The medium classification divides the above 30 ranges into 103 in terms of tones. The minute classification divides the above 103 ranges into 207 in terms of specipic hues.

• 복식
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• 제56권2호
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• pp.112-124
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• 2006

Globally, several ethnic groups have expressed their spirit cultures based on their ethnic identity in diverse ways. Clothing has been one of the convenient objects to express ethnic identities. Therefore, patterns and colors used in traditional costumes have worked as a means to help understanding spirit cultures of ethnic groups. Since colors help strengthening solidarity of social members based on ethnic preference and community consensus, colors have performed a crucial role as a strategic tool in the fashion business closely related to consumers' individual characteristics. In survey results, color preferences of Korean and Italian specialists showed significant differences in signboard colors and disliked colors. Many Korean fashion specialists selected pink as a preferred color, black as a clothing color, red and white as a color with high visibility, and orange as a disliked color. In case of Italy, many specialists selected red and black as highly visible colors for a signboard, and green as a disliked color. In results comparing color preference for colors between Korean and Italian fashion design specialists, there were differences in color sensibility. Since this research used data from survey conducted using a very limited and much manipulated stimuli among a wide range of color schema and patterns, the study result may not be fully generalized. In future studies, more research using diversely segmented stimuli would be needed.

• 한국생활과학회지
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• 제19권6호
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• pp.1071-1082
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• 2010

This study examined the effects of underwear brand identity color on brand equity. A self-administered questionnaire mainly consisted of BI color, brand image, and brand equity for underwear. Five underwear brands (Calvin Klein, Yes, Solb, Venus, and Body Guard) were selected based on the frequency they were purchased in pilot study. To collect data, respondents were asked to choose a brand which they were most familiar with, and to assess BI color, brand image, and brand equity including cognitive value, emotional value and purchase intention. A total of 228 usable questionnaires were obtained from consumers aged 19 to 46. BI colors were classified into four color groups: Achromatic (white, black, gray), Vivid (red, blue, yellow), Pink, and Beige. Additionally, underwear brand images consisted of four factors: Sophisticated, Classic, Casual, and Elegant images. Findings showed significant differences in the four factors of brand image and cognitive brand value between the BI color groups. Also, the factor of cognitive value was higher for achromatic or beige brand color groups, than for vivid or pink color groups. Also, brand image factors had positive effects on cognitive or emotional brand value. Especially, the factor of emotional value was more likely to increase purchase intentions than cognitive value in the BI color groups. The implications for managerial decision marking in fashion marketing strategy were also discussed.

• 패션비즈니스
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• 제6권1호
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• pp.137-154
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• 2002

It's not easy to renew old brand of over 50 years history to the tastes of new consumer of our time. Most of national brands that has a history of some 20 years in Korea have strove for continuation and growth of brand to no avails, which can be taken as a good example of current situation. For instance, C company, one of the National brand of US which has a history of 51 years, has made its position secure as a fashion group and based itself on a sound foundation by establishing new marketing strategy and completing successful brand renewal in the process of strategic M&A with Italian company. Those successful marketing strategies are as follows. 1) they regarded both market and consumer oriented marketing activity as company's highest priority strategy and put great emphasis upon concentration on target market and reestablishment of brand image of business casual wear. 2) Setting up and operating planning team composed of merchandizer alone in Milano, they set the direction of plan on the basis of concentrated research on potential item in market according to thorough market research done by buying office in Korea, branch office in Hong Kong and buyer in US prior to blueprint planning for season. 3) Great emphasis was placed on business which focused on intensive presentation of basic key item for apparel career women who are main consumer group in the midium-low prices market in US and on supplementation of size and color. they named this line 'collectibles' and helped their customer develop their own clothes plan without worrying about the change of color and fabric by supporting same fabric and color throughout the year and enabled them to add variation easily by supplementing new trend item. 4) Company set black as a main color that lots of apparel career women find easy to care and to express their own image and presented them with pebble which belongs to navy and beige and added fashion color such as wine and brown etc as season goes by. They constructed basic line in order for their customers to coordinate purchased item with new one or to add them to present collection, and to achieve efficient sale by setting up strategy which allows this cross coordination and changing pattern occasionally. 5) Though basic jacket for 99$, short slim skirt for 49$ are products within midium-low prices range, in the material planning stage aiming at production of item that has both resonable function appealing to consumer and is fashionable, synthetic material had to be used as a main source due to price competitiveness. Despite this situation, considering comfortable sense of fit and refined drape of silhouette that has no sign of cheap material, whole collectible line was divided into two items, which contributed to reduction of cost. In case of material that is composed of triacetate and polyester in 70 to 30 ratio, was used up to 4 million yard, which allowed drastic curtailment of cost accompanied by concentration. In case of 'collectibles' line, using Korean material mainly, C company chose to have their product sewed in Southeast Asian countries where transportation is well developed and both productivity and quality verified by operating global production system which aiming at cutdown of cost through outsourcing production from the country where labor cost is low and getting finished product. Polarization between present consumers telling us that consumers with the mind of middle classes in the past no longer exists between consumers who seek after only fine article of highest quality and wise consumers who are sensible enough to judge bubble on correlation between price and quality. To cope with this change in new consumer mind, apparel makes changing their policy so as to produce item that has reasonable quality and falls within affordable price range anywhere in the world. and they're striving to get out of difficult situation by operating global marketing strategy which stresses separation of planning, production and sale and sensibility of fashion shared worldwide. The marketing strategy of C company can be exemplified as a successful one.

• 한국실내디자인학회논문집
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• 제24권2호
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• pp.171-179
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• 2015

The aim of this study is to figure out the preference features on design components of shop facade on the basis of the questionnaire survey on short-term memory and sensory memory of human right after an image experiment. As for a preceding research, this study examined the design features of facade into tangible elements and intangible elements, and also classified them into physical, aesthetical, marketing and symbolic components in detail. And, it extracted 5 representative elements in preceding studies including shape, material, pattern, color and sign, which is the standard of a questionnaire survey and preference analysis. The subjects of the experiment were 30 men and women who were over 20 years old majoring interior design. They were exposed to 20 images with 10 seconds respectively through a video, and were asked to respond the questionnaire promptly. The findings of preference analysis of design components of facade including shape, material, pattern, color and sign are as follows. Firstly, shape was the most interesting and attracting component, and designs applied with shape of objects such as 'web', 'drawer', 'wheel' and 'button' obtained high preference. Secondly, as for material, block, steel, exposed concrete board attracted higher preference as memorable materials than other materials. Material was affected by shape, pattern and color. Thirdly, pattern was the most lasting element. Designed pattern had higher preference than simple pattern. Fourthly, as for color, red and green with strong stimulation and attention attained priority having long lasting memory. Fifthly, when visiting a shop, sign out of 5 elements of shape, material, pattern, color and sign drew attention the most. As for the preference of location of sign, 'center top' was the most noticeable. The findings of this study could be utilized for facade design, and also could be used for commercialization considering highly preferred components, and top preference aspects of such elements. advised that to give an impression to customers is important to make a successful design for sales marketing, which, in turn, would lead customers to revisit the shop.

• 복식
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• 제52권5호
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• pp.1-13
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• 2002

The purposes of this study are to examine the relation between twenties women consumer's fashion-color reception and clothing purchase behaviors, and to propose the most effective plans of color-marketing. A questionnaire survey examined 384 persons' opinions in total. First, consumers are classified into 3 groups. according to their preferring colors and the degrees of their concerning : 'type of leading fashion-color', 'type of following fashion-color', and 'type of being indifferent to fashion-color'. Second, this study analyzed the factors of consumers' clothes-purchasing motives. : all consumer groups showed their purchasing motives in the order of 'aesthetic sense'-pursuit factor. 'sensitivity'-pursuit factor, and 'actual profit and sociality'-pursuit factor. Third, the types of consumers' purchasing clothes were divided into 2 groups: type of planned buying. And type of unplanned buying. And the relations between the above 2 groups and purchasing motives were investigated, as a result. it was proved that the consumers who have the purchasing motives of 'sensitivity'-pursuit and 'actual profit and sociality'-pursuit conducted 'planned buying'. Fourth. the relations between motive of clothing purchase and the type of purchase behavior were examined by consumer group : in the consumer group of leading fashion-color, the more did they have the purchasing motives of 'sensitivity'-pursuit or 'actual profit and sociality'-pursuit, the more did they conduct' planned buying'. In the fashion-color following group, the more did they have the purchasing motives of 'sensitivity'-pursuit or 'actual profit and sociality'-pursuit, the more did they conduct 'unplanned buying'.

• 패션비즈니스
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• 제20권1호
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• pp.115-126
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• 2016

Today the Olympics are considered representative of a culture that symbolizes the country's image and cultural specificity, and important colors act as effective means of Olympics marketing. Each color is unique to the natural environment and cultural heritage is one of the languages of each country, region or community and it symbolizes. Hence, the purpose of this study was to examine the color and to view the color image displayed on Olympic uniforms based on the national color sensibility. After analyzing the color image of the Olympic athletes, including six kinds of uniforms and operational personnel, a cool casual/casual image is created more frequently, followed by a modern, gorgeous, dynamic, elegant/chic, dandy/classic image. The uniform color is consistent with the national image and the theme of the Pyeongchang Olympics is to enhance the country's competitiveness by widely promoting the national image of Korea around the world. Furthermore, it is necessary to provide the empirical basis for creating the 2018 Pyeongchang Winter Olympic uniforms.

• 디자인학연구
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• 제19권1호
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• pp.5-14
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• 2006

본 논문은 씨름복 디자인의 미학적 고찰에 관한 후속 연구로서, 씨름복 개발에 대한 실질적인 디자인 전개에 관한 내용이다. 연구의 과정 및 내용은 기초연구의 결론을 토대로 진행하였으며, 구체적인 사례로 전통 씨름을 문화 상품으로 승화시켜 부가가치를 누리고 있는 일본의 씨름 및 씨름복에 관한 문화 마케팅 전략에 대하여 고찰하고, 이를 우리나라의 씨름복과 비교 분석하였다. 또한 실질적인 디자인은 컨셉을 중심으로 색상, 소재, 스타일로 나누어 연구하였다. 씨름복 디자인에 있어서 가장 중요한 요소는 전통성과 현대성의 조화이다. 민족적 정서가 내재되어 있으면서도, 현대적인 시대정신이 잘 표현되어 있는 디자인, 현대적인 스포츠마케팅과 조화된 체계적이고 일관성 있는 디자인의 운용과 관리가 무엇보다도 중요하다. 본 논문은 앞서 고찰한 씨름복의 미적 요소를 근간으로 하나의 일관된 컨셉을 통해 씨름복 디자인을 전개함으로써 전통 국기복은 물론 전통 문화상품 디자인에 관한 표본적 예시로서 의미를 지닌다고 하겠다.