비비드 색상을 유희적 요소로 사용한 브랜드 색채 연구

초록

M&M’s success, known for its button-shaped chocolates in vivid colors, began with the application of colors to the product. Even M&M’s can be described as “selling color”, has grown into a global brand by adding a variety of color-based amusement elements to the taste and aroma of the product. The purpose of this study is to research the characteristics of brands that have successfully applied vivid color to their products, and how colors work positively to the products. The case study on the launch, growth process, and marketing activities of the M&M’s brand, which is a representative brand of vivid color products, was studied. Especially, the focus was on color marketing. First, through literature studies, we defined product colors in terms of marketing and reviewed studies on the color application on foods and the amusement characteristics of vivid colors. Second, M&M’s broke the preconception of dark brown, the color of chocolate, and applied a variety of vivid colors to the product. We examined the characteristics of colors and the examples of brands that used these characteristics in their products. In addition, it can be seen from various examples that even the same color may have different characteristics depending on the type of color or the number of colors. Third, the types of brands that applied vivid colors were divided into the following four categories. 1] distinguishing perception, 2] overcome the weakness of the product, 3] enhancing friendliness, 4] amusement elements. Among them, we analyzed the background of the birth of M&M’s, a representative brand using vivid color as an amusement element, and the color change history and color marketing strategy. Finally, the color management and color combination of M&M‘s were examined. As a result, M&M’s application of color to chocolate products was based on the era of color TV. Since then, it has managed product color thoroughly. M&M’s let customers know its brand through various marketing strategies that use color as an amusement element. It always found that when it made a decision, M&M’s made it through constant communication with consumers. The color change of the product was also conducted through a consumer survey. When a problem was found in the product, M&M’s responded appropriately. By developing human-like character using the characteristics of product colors, the company has approached consumers intimately, pursuing high-quality and growing into a global brand. This study analyzed how M&M’s applies vivid color as an amusement element to its products and how it spreads them to marketing. This will help understand how colors will be used when developing new products in various fields and how colors will be positively used in marketing.

키워드