ScholarWorks@경상국립대학교

초록

This study analyzed the color and tone of containers for 84 product lines of 12 global cosmetics brands. Through this, the relationship between color image and symbolism, product components and functions, and brand identity was examined. R was used mainly for anti-aging products. The basic and deep tones convey luxury and efficacy, often reflecting the unique colors of the ingredients. In YR, the color tone changed according to the characteristics of the ingredients, such as roses, kombucha, and calendula, rather than functions. Y was used to express a high-end image using the gold tone and was used only for the anti-aging line. G was used to emphasize naturally derived ingredients in the moisture line. B delivered the feeling of freshness in the moisture product, and deep blue delivered the sense of trust in the anti-aging product. P appeared only in anti-aging products, and the premium image was highlighted by the vivid and deep tones. Among the neutral colors, white was used most to indicate function, and black and gray were limited to some anti-aging products. The selection of color and tone according to the function plays an important role in the delivery of product messages, and the unique color reflection of raw materials was effective in reinforcing the ingredient association and visual message delivery.

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