컬러마케팅에 있어서 한국인과 중국인의 노란색에 대한 인식도 분석

An Analysis on Korean’s and Chinese’s Perception of Yellow in Color Marketing

Colors send signals to the human body like a wave, inducing it to feel comfort, warmth, coldness, or appetite. It was found that colors are a vital aspect either physiologically or psychologically to people when choosing their products. Thus, color marketing came to the fore in modern marketing. This paper has shown a comparative analysis on how the Chinese’s favored color, red, has a meaning on Korea and China. A total of 330 men and women participated in the questionnaire (20 to 35 years, 120 Chinese, 53 Male, 67 Female, 210 Koreans, 82 Male, 128 Female). The questionnaire scale were composed of interval scale, ordinal scale, and nominal scale. The questionnaire is about the various feelings of Chinese and Koreans about the yellow color. These include happy, joy, kindness, optimistic, attention, sour, autumn, beauty, summer, honor, perfume, enlightenment, maturation, warning, impromptu, instability, noise, doubt, trick, brag, flirt, envy, selfishness, miser, jealousy and betrayal. The fundamental factor in adopting color marketing is products and their concepts being identical, supporting their characteristics well and selecting the appropriate color targeted customers prefer. To do so, the understanding of colors in social trend must be the first priority.