소비자 감성가치 중심의 브랜드 컬러 선정 기준 연구

The communication between companies and consumers is also emerging as a key factor as customers come to play a central role in recent brand strategies.
For this reason, there is growing successful cases which highlight consumers' emotions in terms of verbal and visual brand communications. However, choices of the brand color, the core element of brand identity, are frequently decided simply by characteristics of products or by designers' impromptu judge without clear criteria.
This paper, thus, classifies the criteria for brand color choices as general standards showing properties of products or services, and changing standards representing customers' emotional value, and among those two standards, suggests a frame for standards of the brand color choices focused on newly changing consumers' emotions. After I examined the contents of changes targeting pink color whose meaning had changed suddenly historically and environmentally, I verified the research results by applying them to the drawn frame. The scope of this study is as follows. I firstly the consumers' emotions trend background was investigated based on the published papers on media and changes in consumer. Then, I understood the need for this research through the preceding studies and I drew the results of brand color changes and standards by looking into 2016 Korean brands top 50. I attempt to propose the frame for the drawn criteria of brand color choices.
The frame that is suggested in this paper is expected to provide designers’ emotional brand color choices with validity.