독특성 유형과 컬러와의 관계

The main purpose of this paper is in the identification of color- emotional image and investigation of color-relevance in terms of preferred, non-preferred, and self-representing. For this reason, we classify respondents into groups by means of uniqueness dimension and compare the results between overall and groups for the relevance of colors. We conducted survey for 300 samples and used 15 colors and 40 emotional words. Also, 15 items are used for need for uniqueness scale.and factor analysis and cluster analysis are used to compare the results for overall and group-wise results. The results and findings show almost the same result for preferred color and self-representing color. However, based on the cluster analysis, group-wise preferred color and self-representing color are not the same as ones of overall sample. Also, comparison within group shows that preferred color and self-representing color are different for some groups. This study finds the result that the same color could be perceived different due to the need for uniqueness. Also preferred, non-preferred, self-representing color depends on the sub-dimensions of uniqueness . These results could be applied to the real market situation. In the future research, it is necessary to incorporate extension to the various samples and product categories. In addition, sub-dimensions of color should be investigated with respect to uniqueness in the future study. The original contribution of this paper is that we studied on the relationship between uniqueness and color and also considered preferred, non-preferred, and self-representing color with uniqueness.