A Color Analysis Based on the Aesthetic Measure of Presentation - focused on the McKinsey & Company

다국어 초록 (Multilingual Abstract)

So far, design research on presentations has focused on visual techniques such as slide layouts, charts, and animations for effective message delivery. In this situation, this study aims to empirically analyze the colors used in the presentation according to the Aesthetic Measure and serve as a prior study for the practical use of color research in future presentations. To do this, presentation slides produced by McKinsey & Company, which is the world's largest consulting firm and utilizes color for presentation identity, was analyzed through a computer program for each of the five main colors. Among them, the results of analyzing pallets with two or more colors with a degree of 0.5 or higher are as follows. First, given the harmonious color scheme where the degree of illumination is higher than 0.5 according to the degree of Aesthetic Measure, it was not possible to see all four color combinations higher than 0.5 on one slide. Second, PB was found to be the most frequent, followed by P, B, RP, GY, YR, R, BG, and Y. Third, in the use of color in McKinsey presentations, the most frequent levels of brightness were 6 to 8 and 8 to 10. Fourth, saturation was analyzed to have the highest frequency of low saturation in stages 0 to 3. Fifth, there were 47 colors that matched up to the second few, and the remaining 63 colors showed frequency only once. Color strategies using emotions are very important for systematic communication and can lead to persuasion and purchase. It is believed that it will have a positive impact on presentation design by analyzing examples of successful presentations by McKinsey & Company, a multinational consulting firm, and palletizing the colors used in design construction. In the future, it is expected to help analyze the color of presentations to build corporate identity by analyzing presentations from various companies as well as McKinsey & Company.

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