| Abstract |
| The aim of this study is to examine the strategies of housing and fashion business which is closely related to the necessity of life to see how they have established environmentally friendly corporate images in today`s market pursuing greener values. This study has focused on comparative analysis on those brands` color strategies in order to understand how this sociocultural and live issue has been dealt with in different fields. In pursuance of this goal, proper research objects were selected among diverse brands which have claimed to support eco-friendly values in their business, and the colors shown on visual PR materials and products were analysed. As analysis tools, IRI image scales and color images commonly used in Korean culture were utilized. Analysis results showed that both fields were generally using green as a symbol of nature on the visual materials for the purpose of communicating eco-friendly brand images. However, the colors for products indicated a significant difference according to the properties of each field and commodity. Housing brands were more concentrating on making use of colors stimulating strong associations with nature rather than promoting the fact that they used environmentally friendly materials on their exterior of the apartment. On the other hand, fashion brands were placing emphasis on the use of eco-friedly materials which can affect the human body while being contacted with skin. Fashion labels were making an effort to advertise their materials and less focusing on using colors reminding their customers of nature. Accordingly, the color plans for the clothes seemed to follow color trends of the targeted season or reveal the original colors from raw materials and natural dyes. |
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| Key Words |
| 브랜드 이미지, 친환경, 색채전략, Brand image, Environmentally-friendly, Color strategy |
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