컬러마케팅에 있어서 한국인과 중국인의 흰색에 대한 인식도 분석

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

This paper examined and analyzed the images that Korean and Chinese prefer on the color white. A total of 543 young men and women-their age varying from 20 to 35-participated in this research, specifically, 245 Chinese (121 men, 124 women) and 298 Korean (133 men, 165 women). A questionnaire, using 40 various images (words), was done to see how Chinese and Korean perceive the color white. The results were, both peoples generally regarded white as positive; Korean relatively tended to perceive it more positively than Chinese. Specifically, the images Koreans preferred on white are as follows: angel, goodness, purity, cleanliness, peace, blank, innocence, freedom, simple, honesty. Thus, Korean, regardless of sex, evaluated their first image on white as an angel, and favorably responded to the elements involving contents of positive meanings. The images Chinese perceived on white are as follows: angel, simple, cleanliness, new, goodness, purity, innocence, freedom, peace, perfect. Namely, Chinese exhibited a very favorable attitude towards contents of positive meanings white involved. Particularly, Chinese men ranked ‘angel’ at the top, while Chinese women on ‘innocence’.