브랜드 공간에 적용된 VMD의 색채감성요인(色彩感性要因)에 관한 연구 -중국에서의 글로벌 SPA 패션 브랜드를 중심으로- = A Study on Color Emotional Factors of VMD in Brand Space -Focused on Global SPA Fashion Brands in China-

다국어 초록 (Multilingual Abstract)

(Background and Purpose) The consumption environment in the modern society is changing in response to fast-growing brands and a variety of consumer tastes. And consumers show an emotional consumption trend to satisfy their psychological and emotional desires. As a marketing method for consumers in the environment change, expressing the color emotion of VMD has great importance. In particular, Global SPA Fashion Brands leading the fashion industry of modern China are concentrating on the emotional expression to satisfy consumers in response to the fast trend change. For maximization the effect of VMD, the authors draw the color emotional factors of VMD applied to the brand space of the SPA fashion brands for consumers to get psychological and emotional satisfaction. (Method) In this study, the authors conduct theoretical research on the concept and characteristics of the brand space, and draw the color emotional factors from the color harmony theory and the spatial design perspective by analyzing preceding research and utilizing references on spatial components of VMD and VMD colors. On the basis of brand space analysis matrix which structuralize spatial components and color emotional factors of VMD, the case study on the brand space of the global SPA fashion brands limited in Xidan, Beijing, China, was conducted. (Results) First, most of spatial components of VMD in the brand space is presented in earth tone in order to highlight a variety of different colours of products, and is expressed in analogous colors of high brightness and low saturation in order to bring visual softness and sense of comfort into the space. Second, from the color harmony theory perspective, the color emotional factors of VMD as a SPA fashion brand strategy targeting mass production and sales are applied for the order and the similarity by using brightness and saturation, are using a wide range of colors as a point, and are expressed for the brand space to stimulate the visual emotion. Third, from the spatial design perspective, the color emotional factors of VMD are used to reflect mainly the accessibility and the sense of comfort of the space in which the effect of inducing access to the space and of maintaining emotional comfort in the space is made through the psychological accessibility by presenting the same and the kind of colors. (Conclusion) Through this, the color emotional factors of VMD are found to be essential factors in playing a communication channel role in the consumer-centric space for emotional satisfaction through the spatial design in the brand space.