ScholarWorks@중앙대학교

초록

This study investigates how the color composition of food delivery application icons influences users’ emotional responses. The analysis targets the app icons of Baemin and Coupang Eats, two leading services in the Korean delivery market. The PAD model, consisting of three emotional dimensions—pleasure, arousal, and dominance was adopted to measure responses. The main colors of each icon were extracted using a K means clustering algorithm and analyzed through the IRI color image scale to identify emotional imagery. A user survey was conducted via an online form with participants who had experience using both applications, and statistical tests were performed to assess the relationship between icon colors and emotional reactions.Results show that the Baemin icon, with its restrained color palette, generated higher average scores in pleasure and arousal, reflecting strong consistency between color and user emotion. The Coupang Eats icon, though visually vibrant, showed lower emotional response scores. While the dominance dimension revealed no significant difference, both icons showed clear significance in pleasure and arousal. This confirms that icon color can meaningfully influence user emotions. The study highlights the importance of emotional congruence in visual design and offers foundational insights for brand identity development and user centered strategies in mobile applications.

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