한국 여성의 일상 상황별 계절에 따른 패션과 핸드백의 선호 색채

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In this study, a survey sought to discern the preferred colors of fashion and handbags for millennial Korean women according to daily situations season. Several important insights were gained from the data. First, the preferred colors of millennial Korean women for fashion and handbags in daily situations were Red, Yellow Red, Yellow, and Purple Blue. In spring and summer, bright, vivid, and pale shades were preferred, whereas in fall and winter, dark, deep, grayish shades were preferred. Second, when selecting fashion and handbags for work, millennial Korean preferred the colors Y, YR, Y, and PB. Though there was a preference for brighter shades in spring and summer and darker shades for fall and, achromatic colors were preferable during all four seasons. When attending external meetings or giving a presentation, R, YR, Y, PB, W, and Bk were the preferred fashion and handbag colors. The results of the color analysis regarding complex situations revealed more insights. Unlike the other four situations, the preference of YR was relatively low when selecting a spring and summer top for a blind date, but the preference of G, BG, and PB was high, indicating that bright colors were preferred. The preferred colors for spring and summer tops in the context of meeting with close friends/self-development were YR, Y, W, and R. The preferred color for bottoms were Bk, GY, and YR. The preferred colors for handbags, beginning with the highest preference, were YR, Bk, Y, and R. This study can be a significant asset to the planning and image production of fashion and handbag companies by providing color data that identifies millennial Korean women’s preferences for colors based on the situation and season.