Journal of the Korean Society of Cosmetology 2017;23(3):475-490.
Published online June 30, 2017.
브랜드 컨셉에 따른 화보 메이크업 색채분석연구 - 2015-2016 f/w시즌 Vogue 화보를 중심으로 -
강명주, 김현주
A Study on Make-up Color Analysis of Seasoned Catalogs in Vogue Korea - According to the Brand Concepts Focused on 2015 and 2016 f/w Season -
Kang Myung-ju Kang , Hyun-ju Kim
Abstract
Among the visual elements, color is an important factor in showing trend and brand image of the beauty brand. Color images are interpreted emotionally in the process of recognizing colors, and color images play a very important role in representing brand identity. The purpose of this study is to investigate the role of color as a marketing element for constructing brand identity by studying color images and make-up trends. The research method is as follows. This study selected BURBERRY, GUCCI, LOUIS VUITTON, PRADA, which are the top 4 brands of Brandstock on December 30th, 2016. The colors of 77 pictures of each brand were extracted using the eyedropper tool of the Illustrator program and color analysis was done through I.R.I Hue & Tone 120 System color table and I.R.I coloring & adjective image scale. As a result, most of the colors in the make-up pictorials were changed according to the concept of brand and trend make-up. Also, the influence and importance of color images representing brand identity were found. This study could be a help to make the make-up pictorial strategy in beauty brands in the future.
Key Words: Brand identity, Color, Make-up, Trend, Vogue korea
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