간판 바탕색으로서의 흑색류에 대한 색채인식 연구

Abstract

This study aimed to present data in order for laws and systems on outdoor advertisements to have more reasonable and specific color expressions. To this end, it researched and analyzed tendencies of perception by the audience, focused on ‘shades of black’ shown from the Outdoor Advertisement Ordinance, and conclusions derived from the research are as follows. First, there was a tendency that shades of black were perceived according to a tone regardless of a hue. Colors in BK(Black), bk(Blackish), dkGy(dark gray), dkgy(dark grayish) tone domains were mainly perceived as the shades of black. In particular, colors in BK(Black) and bk(Blackish) tone domains were strongly perceived as the shades of black. Second, shades of black could be classified into 3 factors according to their tone characteristics, and there was a trend that a degree of confidence as the shades of black increasingly strengthened in order of factor2(dkGy, dkgy), factor1(bk) and factor3(BK). Hence, even in the shades of black, it shows that a degree of perceiving colors as the shades of black varies as their tone characteristics. Third, there was no difference in the perception of shades of black according to gender and age but the study found out differences in tones under a category of shades of black depending on engagement and non-engagement in outdoor advertising except for BK(black) tone perceived as the shades of black with the strongest confidence. It reveals that for the same color employees were relatively more strict in consent to shades of black than non-employees.