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KCI 등재
로고 유무에 따른 감성 분석
Sensitivity Analysis According to the Presence of the Logo
( Hyung Kun Yoon ) , ( Fu Kaili ) , ( Zhou Jun Jun ) , ( Zhuo Tian )
감성과학 15권 3호 355-366(12pages)
UCI I410-ECN-0102-2013-400-002261368

This paper analyses the sensory responses of Chinese female consumers towards different designs of perfume bottles with particular attention to the existence of logos on them. We used total 40 samples of the perfume bottles, 20 with logos on them and 20 without, and the results show that young Chinese female consumers prefer simple designs over complex designs that contain different types of free curves with vivid colors. In addition, the existence of logos on bottles was found not to change the responses significantly, meaning that the logos on bottles do not affect sensibility of Chinese female towards perfume bottles. A logo`s impacts on the bottle depended in part on the bottle`s color and shape. Overall, a perfume bottle with simple shapes and light colors became regarded as more resplendent when the logo was added, but a bottle with more complex shapes and vivid colors tended to become regarded as plainer after adding the logo. This shows that a logo serves as a conciliatory element in the impression of the whole bottle in the ``resplendent-plain`` category.

[자료제공 : 네이버학술정보]
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