브랜드 콘셉트의 시각화에 관한 연구 -나들가게 서비스공간을 중심으로 - = A Study on the Visualization of Brand Concepts by Color - with a Focus on Serviced Space of Nadulgages-

다국어 초록 (Multilingual Abstract)

(Background and Purpose) The disappearance of the neighborhood supermarket, superseded by large department and convenience stores of global brands, is a gradually accelerating phenomenon. To mitigate this issue, the government, through the Small and Medium Business Administration, initiated the measure of branding small supermarkets as nadulgage to give importance to these neighborhood businesses. However, despite years of government-led efforts to revive neighborhood supermarkets, customers’ perception of nadulgage has remained low. This study aimed to raise awareness of how Korean small supermarkets are better recalled by color than any other design characteristic. (Method) This study hypothesized that brand concept image is not reflected in the colors used in the appearance of current nadulgage. Therefore, the verbal and color images that the customer perceives would need to be identified with regard to the brand concept that nadulgage stores aim to embody. To differentiate between the verbal and visual color image regarding customers’ perception of the brand concept that the nadulgage strive to portray, this study first conducted face-to-face interviews with adult men and women in the 20s 50s age group. Second, a total of 24 stimulants representing the - IRI color schemes were created and used in an experiment. Third, statistical analyses were conducted using SPSS 23.0, including positive, descriptive statistical, correlation, factor, and regression analyses, as well as ANOVA, were used as methods of statistical analysis. (Results) The verbal and color images of the brand concept ranked high by customers were in the areas of natural (N), spring-like (S), and gentle (G). In addition, these results were starkly different from the state of color application (predominance of S, GO, and D areas) of elevation signage colors in nadulgage stores in a previous study (Kim, Seongjin, 2017). The results of the analysis also showed differences in the relevant ratios between the verbal and color images for the nadulgage brand concept, with predominance observed in the same area stimulants (N, S, and G). (Conclusions) The results of this study suggest a new direction for the color plan of representative nadulgage and representative color areas (N, S, and G), which should consider customers’ recognition characteristic; the colors currently applied in nadulgage shops do not match these preferences. Meanwhile, the age group of consumers may be an important factor in determining the colors for nadulgage in the planning process. Finally, the current study is meaningful in that it conducted a survey of customers’ perception of nadulgage to shed light on the verbal and color images that express brand concept well, thereby verifying the adequate color images for nadulgage.