| abstract |
| Background This study begins with the recognition that Generation Z places great importance on artistic and unique designs, particularly the color design of Art Nouveau-style IP cosmetics, which significantly influences emotional responses and purchase intentions. Based on Graves' theory of color composition, this research aims to identify how color perception affects emotional preferences and behavioral intentions among Generation Z consumers.
Methods AThis study applies Graves' principles of color composition unity as perceptual variables. An online survey was conducted among Generation Z female consumers residing in Korea. The collected data were analyzed using regression analysis via SPSS.
Result Color composition perception effectively stimulates consumers' emotional responses. Furthermore, emotional responses have significant positive effects on purchase intention, IP preference, and brand association. The unity and rhythmic qualities of color design, in particular, were identified as major factors enhancing emotional resonance and behavioral intention.
Conclusion This study reinterprets Graves’ color theory from a consumer perspective, demonstrating that visual design significantly influences consumer emotion and behavior. These findings provide practical implications for color design and emotional marketing strategies for IP cosmetics. |
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| Key Words |
| 그레이브스 색채 이론, 아르누보 스타일, 감성적 선호, Graves’colortheory, Art Nouveau style, Affective preference |
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