한중 소비자의 로고 시각 요소에 대한 선호도 및 차별성 융합 연구 - 중국의 도시 로고를 중심으로 -

Abstract

City logos are consumers’ first impression of a city, so city logo design is the key to building a city’s brand image. The purpose of this study is to analyze and empirically study city logos and propose improvement solutions for the city logo design to suit more groups to improve the city brand image and promote the development of city tourism. To this end, an empirical study was conducted based on six city logos, namely Yantai, Chongqing, Hangzhou, Guangzhou, Weihai, and Chengdu, to analyze the preference of Korean and Chinese consumers for visual elements of city logos and their differences.<BR> The results of this study are as follows: Chinese and Korean consumers have significant differences in their preferences for graphics, colors, and fonts. The following suggestions are made for city logo design based on the results. First, in selecting graphics, it is necessary to reduce abstract graphics representing the region’s specific culture and use more intuitive and straightforward figurative graphics. Secondly, colors should respect the cultural differences between different regions to avoid counterproductive effects. Third, fonts should avoid overly decorative fonts so that the message can be quickly transmitted among different national populations.