컬러커뮤니케이션이 소비자구매의도에 미치는 효과 : 자동차를 중심으로

In products, color is emerging as a new added value of products rather than utility value. If you can elevate the visual [aesthetic] image of a product, consumers form a new image of the product. Therefore, the method of elevating the visual images of products is important. The purpose of this research is to propose an effective strategy of color communication marketing, which is about the influence of color communication on customers' purchasing intentions based on the color of cars. This study theoretically discussed and collaboratively analyzed the influence of color communication on customers' consuming intentions As we can see from the outcome of theoretical and collaborative analysis, color communication plays a role of forming customers' preferences, purchasing intentions and attitudes when making decisions. The outcome of the research shows that color is an important factor in forming purchasing attitudes when making decisions to purchase goods such as high involvement products such as cars. Also, research shows that commercials with well balanced advertisements with color can be highly influential. These results show when making decisions to purchase goods such as high involvement product as cars, color is a factor to be considered and it plays an important role in forming purchasing attitudes. Thus, it is almost impossible not to consider color in consumers' purchasing decisions and good amounts of physical and psychological knowledge of color is needed. In order for products to be accepted by consumers, analyzing the image and the characters of the market is vital.