An Analysis on Korean’s and Chinese’s Perception of Black in Color Marketing

Abstract

As manufacturing techniques of businesses became standardized, color has been the primary basis of consumers’ product selection. Colors send signals to the human body like a wave, inducing it to feel comfort, warmth, coldness, or appetite. Of the five senses, it is the sense of sight that significantly (87%) affects the perception and purchase decision of products, and color takes 60% among the sense of sight. This paper This paper has shown a comparative analysis on how the Chinese’s favored color, black, has a meaning on Korea and China. A total of 462 men and women participated in the questionnaire (20 to 35 years, 247 Chinese, 115 Male, 132 Female, 215 Koreans, 102 Male, 113 Female). The questionnaire is about the various feelings of Chinese and Koreans about the black color. These include power, magic, conservative, introverted, end, decomposition, grief, hate, violence, power, magic, elegant, conservative, introverted, end, decomposition, grief, hate, violence, secret, honest, simple, individuality, luxurious, selfishness, Satan, resistance, opposite, unhappiness, masculine, technology, gentle, hardness, heavy, instability, unlawfulness, danger, hardship, lie. This research will help Korean businesses in the Chinese market how to develop color marketing strategies when packaging or advertising their products.