남성 글로벌 브랜드의 국내외 웹사이트 색채 특성 비교open accessA Comparative Study of Men's Global Apparel Brand Websites: Focused on Color Application of Local & Global Websites
- Other Titles
- A Comparative Study of Men's Global Apparel Brand Websites: Focused on Color Application of Local & Global Websites
- Authors
- 박하나; 조주연; 이규혜
- Issue Date
- Apr-2009
- Publisher
- 복식문화학회
- Keywords
- cross-culture; men' s wear; website color; 비교문화; 남성복; 웹사이트 색채
- Citation
- 복식문화연구, v.17, no.2, pp.343 - 351
- Indexed
- KCI
- Journal Title
- 복식문화연구
- Volume
- 17
- Number
- 2
- Start Page
- 343
- End Page
- 351
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/176936
- DOI
- 10.29049/rjcc.2009.17.2.343
- ISSN
- 1226-0401
- Abstract
- As more and more consumers shop online, websites of fashion brands have become effective means for business activities. The Colors of websites are the most effective visual elements for e-tailers to communicate with consumers. The purpose of this study is to compare websites created for local and global markets by men's apparel brands. The empirical study focused on differences of color application between the local and global websites. Fourteen brands were chosen for the study. The main color, sub color, and accent color were extracted according to the screen component ratios for each website. The colors were analyzed by Munsell's 10 Hues and 12 tone classifications of Practical Color Coordinate System. The Results indicated that all websites were using White as the main color. The local website used pale tones while global websites used dark tones. There was also differences in the use of sub colors and tones. Red was most used as the accent color in both local and global websites.
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