| Abstract |
| The industrial society develops really rapidly, and the shopping life of customers also changes along the changes of society. Customers take one`s lifestyle or the values of collective behavior as a method to express one`s personality and identity, and as the one to present one`s own personal features in various ways. Especially, in the field of image industry whose method is color or brand to express values, the companies create a new trend which goes well with social phenomenon focused on emotional thinking of customers, so that they can differentiate brand and create values. This research analyzes color aesthetics and brand preference of illustration, as the modem consumption pattern follows the rules of luxury trends. The research conducts the study based on the values of female`s consumption, their emotions, and their sense of trend. Moreover, it is the crossover phenomenon between normal function and human emotion and fusion phenomenon of oriental values and western values which did create new values, but this study could not deny the worries since these phenomenons did not remain for a long time. Therefore, this study sets a goal to create a new value which includes the meaning of originality and creativity, and conducts study based on subdivided tastes of modem people in order to create future-oriented synergy effect. The remarkable inclination which was deduced from this research is a new concept upon expressing personal characters and the preference of teenagers and twenties toward collective style trend. The young people tend to consume goods actively in various ways, and also are sensitive to the latest fashion. The brand which used famous celebrities as a model, aiming the young people who have dream of the celebrities, inspires them to have various kinds of propensity to consume, identity and personal features. The females` expressions of personal features are different upon their age. They deviate from traditional sense of values which admired existing values, regulations and morals, and pursue gratification of personal needs and personal sense of values. In addition, they prefer to follow behavior-oriented values like self-realization and satisfaction through color and brands, rather than expressing one`s social symbol. |
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| Key Words |
| color, brand, relationship |
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