라면 패키지 디자인의 색채 인식에 대한 동서양 문화의 비교 연구 -빨간색 패키지 이미지를 중심으로-

초록

In recent years, the ramen market has been continuously expanding, and the spicy ramen noodles are very popular in the East and the West, and the sales volume continues to increase. The main color of Korea's spicy ramen packages is mainly red, and according to the cultural differences in the East and the color psychology theory, people from different countries from different cultural backgrounds will have different perceptions of the same color. Therefore, this paper studies the correlation difference between the perceptions of people from the East and the West on ‘red’ and ‘spicy taste’. In this study, with the new design of the red ramen package as an experimental stimulus, a survey and analysis on the difference in red perception were conducted for consumers from the East (Korea, China, Japan) and the West (USA, Europe). The results of the survey tested two hypotheses. First, Asian consumers may feel the spicy level of red in ramen packages more strongly than Western consumers. Second, Asian consumers evaluate the spicy level with red, but Western consumers do not. The conclusion is that red in the package design can strongly remind Asian consumers of ‘spicy taste’. At the same time, changes in red chromaticity and brightness can have a great influence on the degree of perception of spicy taste among Asian consumers, while Western consumers combine red with emotions, so sensory associations are weak. Therefore, this study can adjust the color attributes of the ramen package design according to the culture, and the color marketing strategy suitable for the culture had a positive effect on long-term branding and securing customer loyalty.

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