프랜차이즈 외식점포의 파사드 색채에 관한 연구 - 패밀리 래스토랑, 커피 전문점, 패스트 푸드를 중심으로 -

The purpose of this study is to analyze how brand images are expressed and interpreted by the colors of Logo in food franchises. Five franchises of 3 different type of food-franchises which have more than 50 chain stores are chosen on a basis of 2007 brand power in food franchise. The results of the study shows, firstly, dominant color used in food franchises are all red series, which shows that the colors chosen by the food-franchises are not diverse, but difference of hue is clear. Secondly, assistant colors were various colors like Yellow, Green and Blue which express middle-value and middle-chroma to reduce psychological and visual inconvenience. Thirdly, if seeing the result of colors taken up the facade, it is widely adopted at logo and canopy and arouse immediate perception of pedestrians. The results of this study on the brand colors used in food franchises are expected to indicate the present color situation in the urban landscape in commercial districts.