한국인과 중국인의 맛에 대한 색채 인식 차이 연구 = A Study on Differences in Color Perception of Taste Between Koreans and Chinese

다국어 초록 (Multilingual Abstract)

This dissertation explores the differences in the perception of color and taste between Korean and Chinese consumers, focusing on how color influences taste perception and its broader psychological and cultural implications. Through the use of a questionnaire-based survey, the study collects data from both Korean and Chinese respondents who associate specific Pantone color codes with five basic tastes (sour, sweet, bitter, spicy, salty) at varying intensity levels. The research is driven by three main hypotheses: whether color significantly affects taste perception between the two groups, how these perceptual differences influence consumer psychology and cultural identity, and the role of color in cross-cultural exchanges and consumer behavior.

The study is deeply rooted in the cultural and philosophical traditions of Korea and China, examining how historical and philosophical interpretations of color in both countries contribute to current perceptions of taste. Traditional Korean and Chinese color theories, such as Korea's "Obangsaek" (the Five Directional Colors) and China's use of color in traditional medicine and cuisine, are examined for their influence on how individuals from these cultures associate colors with specific tastes. This philosophical framework is crucial for understanding the cultural basis of these associations and how they manifest in modern consumer behavior.

The research methodology section discusses the structure and administration of the questionnaire, which is designed to avoid demographic restrictions, such as occupation or districts, in order to focus purely on cultural differences in color-taste perception. Statistical analysis, particularly chi-square tests, is employed to identify significant differences in the associations between color and taste among Korean and Chinese participants. Fifteen chi-square analysis charts help to map the relationships between specific colors and taste perceptions, allowing for a detailed comparison between the two cultural groups.

In connecting theory with practice, the study examines how color is used in the branding and marketing of food products, with a particular focus on mala soup shops in both Korea and China. The color strategies used in the signage of these shops are analyzed to understand how businesses leverage cultural color-taste associations to appeal to local consumers. This section also delves into the color choices on websites of well-known food companies in both countries, identifying patterns and strategies that align with the findings from the survey.

The results indicate that color has a significant influence on taste perception, with distinct differences observed between Korean and Chinese respondents. While both cultures associate certain shades of red with spiciness, Korean respondents chose red at a high rate for very spicy flavors, and Chinese consumers were more diverse in their color choices for spicy flavors. Korean consumers tend to express sourness through yellow, while Chinese consumers tend to choose brown in addition to yellow when expressing sourness. These findings highlight the impact of different dietary habits on color perception in the two countries.

These findings have important implications for marketers and brand designers, particularly in the food industry, as they highlight the need for culturally tailored color strategies to effectively communicate taste experiences to consumers.

The discussion section interprets these findings in the context of consumer psychology and cultural identity. It argues that color not only shapes taste perception but also plays a critical role in reinforcing cultural identity through food. For instance, the use of specific colors in food packaging and marketing may evoke cultural pride and nostalgia, influencing purchasing decisions and brand loyalty.

Furthermore, the study examines the role of color in cross-cultural exchange, particularly in the context of globalization and the increasing popularity of Korean and Chinese cuisines worldwide. As food from these cultures becomes more widespread, understanding the cultural underpinnings of color-taste associations becomes crucial for businesses looking to expand into new markets. The research suggests that businesses should adapt their color strategies to local cultural contexts to enhance consumer experience and engagement.

In the final chapter, the study offers recommendations for future research and practical applications. One suggestion is to redesign shop signs and food packaging to better reflect the color-taste associations identified in the research. For example, mala soup shops in Korea could adjust their color schemes to better align with Korean consumers' perceptions of spiciness, while Chinese businesses might emphasize different shades to appeal to local preferences. These adjustments could enhance brand recognition and consumer satisfaction, fostering stronger connections between color, taste, and cultural identity.

The dissertation concludes by emphasizing the importance of color in shaping taste perception and cultural identity, particularly in the context of the global food industry. By understanding the cultural differences in color-taste associations, businesses can create more effective marketing strategies and contribute to a deeper cross-cultural appreciation of food.

*Key Word: Color perception, Taste perception, Cultural differences, Consumer psychology, Korean-Chinese comparison

목차 (Table of Contents)

• 1. 서론 1
• 1.1 연구 배경 및 의의 1
• 1.2 연구 문제 및 목표 7
• 1.3 연구 범위 및 한계 9
• 1.4 선행연구 및 연구 흐름도 11
• 2. 이론적 고찰 22
• 2.1 색채와 심리 22
• 2.1.1 지각 심리학에서 시각 연구 22
• 2.1.2 색채 심리학의 개념과 이해 25
• 2.1.3 색채가 감정과 행동에 미치는 영향 33
• 2.1.4 색채의 문화적 상징 의미 39
• 2.2 맛과 색채의 연관성 46
• 2.2.1 맛의 기본 분류와 특성 46
• 2.2.2 맛과 색채의 인지 과정의 상호작용 57
• 2.2.3 색채 응용 사례조사 및 분석 60
• 2.3 홉스테드의 문화 차원 이론 63
• 3. 연구 방법 66
• 3.1 연구 과정 66
• 3.1.1 연구 프레임워크 66
• 3.1.2 연구 문제와 가설 70
• 3.1.3 카이제곱 검정 분석 72
• 3.2 데이터 수집한 방법 74
• 3.2.1 설문지 디자인 74
• 3.2.2 샘플 선택 76
• 3.2.3 데이터 수집 과정 78
• 3.3 데이터 처리 및 분석 방법 80
• 3.3.1 데이터 전처리 80
• 3.3.2 합리성 알고리즘 분석 82
• 4. 데이터 분석 83
• 4.1 기술적 통계 분석 및 심층 인터뷰 분석 83
• 4.1.1 샘플 설명 83
• 4.1.2 맛과 색채의 상관 분포 85
• 4.1.3 카이제곱 검정 결과 117
• 4.1.4 심층 인터뷰의 수집 및 분석 135
• 4.2 이론과 실제의 연결 140
• 4.2.1 마케팅에서 맛과 색채 인식적용 140
• 4.2.2 색채 선택이 소비자 기대에 미치는 영향 150
• 4.2.3 한국인과 중국인의 맛과 색채 선호도 차이 분석 153
• 4.3 다문화 간 맛 인식과 색채의 표현 157
• 5. 데이터 분석에 대한 해석 163
• 5.1 결과의 해석 163
• 5.2 연구의 제한점과 미래 방향 165
• 5.2.1 연구의 제한점 165
• 5.2.2 미래 연구 방향 167
• 5.2.3 학제 간 연구의 제한 169
• 6. 결론 171
• 참 고 문 헌 174
• 부 록 181
• 영 문 초 록 184