패션소재에 따른 그레이 컬러 감성이미지와 선호도

Abstract

As consumer's standards of living rise, sensibility has had powerful impacts on consumers' decisions. Especially, it is seen that the value of products increases due to color images arousing emotions, which reflect several senses. Particularly, gray is an important standardized color not only for fashion but also numbers of the design field. Therefore, it is expected to feel several images with emotional arousal from gray colors visualized through fashion materials and we will evaluate the purchase preference as well and expect it to be useful in the actual fashion industry scene. To select adjectives of images with emotional arousal for evaluating the experiment of the images, we selected and extracted final images of sensibility from surveys on domestic fashion sites online. Experimental group for evaluation experiment was divided into color expert group and general person group. Seven materials were selected based on the standards that represent four seasons. The stage of gray color is divided into high, mid, and low brightness based on Munsell Gray Scale System. The evaluation scale used the Semantic Discriminant scale method (SD) and the emotional image was prepared in five stages to evaluate the material. Results from the experiment of evaluating the images showed that the color expert group and the general group felt various emotions, but the color expert group felt a more diverse emotional image. Especially, the materials with high brightness of feeling showed the most various emotional images regardless of group. There was a difference in purchase preference between the two groups to the brightness level by fashion material. Hence, the research suggests a useful guide for designing fashion products by presenting several sensibilities and preferences regarding gray color which is one of the representative standard colors in fashion fields.