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A comparative study on the Black color marketing of Cosmetics brands -focused on Packaging Design-

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 70(), pp.263-274
  • DOI : 10.25111/jcd.2020.70.19
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : November 30, 2019
  • Accepted : January 27, 2020
  • Published : January 31, 2020

Yang, Seung-yeon 1 Han Chang Ho 2

1건국대학교 일반대학원 커뮤니케이션디자인 전공
2건국대학교

Accredited

ABSTRACT

This study is a comparative study of the black color marketing of cosmetics brands using the black color of the package. In the research sequence, first, seven brands that use black color as the color of the package were selected among cosmetics brands, and through a survey, consumers were asked to find out if they matched each brand's black color appropriately. Second, we looked at the package image and saw if we were aware of the black marketing meaning that each brand is oriented towards. Third, we looked at the consumer's emotional keywords through the package. Fourth, black values of packages by brand were measured using color gauges, and the location values were verified by mapping the measured values to the colored objects of Munsell. The study found that first, consumers saw packages by brand and failed to match black color samples for each brand. Second, consumers were not fully aware of the meaning of black color marketing oriented by brand. Third, there was no correlation between the meaning of the black color the brand was aiming at and the emotional keyword felt by the consumers, and the result was found that most brands felt similar emotional keywords. Fourth, as a result of the measurement, the black color of each package was measured differently, although the color, saturation, and intensity were fine. The significance of this study is that it is possible to check black color recognition by brand and correlation related to black marketing.

Citation status

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