A Comparison Analysis of Color Characteristics and Images in Flight Attendant Uniforms of Korea, China and Japan
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J. fash. bus. Vol. 17, No. 6:111-124, Dec. 2013 ISSN 1229-3350(Print) http://dx.doi.org/10.12940/jfb.2013.17.6.111 ISSN 2288-1867(Online) A Comparison Analysis of Color Characteristics and Images in Flight Attendant Uniforms of Korea, China and Japan Shao Chiqian ․ Lee Misuk⁺ Dept. of Clothing and Textiles, Chonnam National University Dept. of Clothing and Textiles, Chonnam National University, Human Ecology Research Institute⁺ Abstract The purpose of this research was to conduct a comparison analysis of color in the characteristics and image of Korea/China/Japan airline uniforms. Research subjects for this research included 19 Korean, Chinese and Japanese airlines servicing the Incheon International Airport in South Korea. The analysis methods are based on the Munsell Color Order System and PCCS (Practical Color Coordinate System) tone classification in order to examine the color characteristics. For the color image analysis, the present research performed a positioning on Shigenobu Kobayashi's color images scale with adjectives in order to compare the resulting differences. As a result of the analysis, this research discovered the following; First, achromatic colors were found to be used most frequently in flight attendant uniforms of Korea/China/Japan. In Korean flight attendant uniforms, YR/Y, GY and B/PB/P; in Chinese, R/PB, RP, YR/Y/GY and BG/P; in Japanese, RP, R/P/PB and Y/BG were found in order. As for the main uniform colors, Korean flight attendant uniforms were found to be in the colors YR, and R/GY/B/P; Chinese flight attendant uniforms, R, PB, and P/B; and Japanese flight attendant uniforms, R, BG, B, RP and N. Second, Korean flight attendant uniforms used W and It most frequently; China flight attendant uniforms, W; and Japanese flight attendant uniforms, W and v. Regarding the main colors, Korean flight atteddant uniforms used lt/g and v/p; Chinese flight attendant uniforms, v, dp and s/d/dkg; and Japanese flight attendant uniforms, v/dkg and Bk. Third, after positioning each country’s uniform color combination bars on the Kobayashi image scale, Korean flight attendant uniforms showed classic images along with casual/pretty/elegant/chic images; Chinese flight attendant uniforms displayed, casual images as well as, dynamic/gorgeous/chic/cool casual/dandy images; and finally, Japanese flight attendant uniforms converyed dandy images along with casual/gorgeous images. Corresponding author: Lee Misuk, Tel. +82-62-530-0371, Fax. +82-62-530-1349 E-mail: [email protected] 111 Journal of Fashion Business Vol.17, No.6 This research findings indicate that Korea/China/Japan airlines' flight attendant uniforms seek for differentiated image establishment by reflecting their own CIs and unique national cultures in the uniform color marketing. Key words : color characteristics, color combination image, corporate identity, flight attendant uniform Ⅰ. Introduction other than blue as part of their color marketing strategies, reflecting their company CIs and country cultures. Several neighboring countries in With the waves of globalization liberalization, North East Asia such as Korea, China and global tourism markets have grown steadily, Japan, sometimes show similarities each other attracting increasing number of international from their same root of culture, but more times, tourists. In this background, the tourism and they demonstrate mutually different unique flight travel industries are becoming a key characteristics developed independently in strategy of each nation. Many airlines, dissimilar environments, thoughts and accordingly, are pursuing to establish a sentiments. Therefore, more researches are differentiated brand image through overall bran necessary to better understand these three renewal as part of their key marketing strategies. countries' common and different cultural aspects In building and communicating not just corporate and compare their cultural identities. images but also national cultural identities, airline In this recognition, the present research seeks uniform functions as a very effective means to perform comparison analysis among (Misuk Lee, 2010). Colors, in particular, is an Korea/China/Japan airlines' uniform color immediate, emotional and visual element characteristics and images as they are and perceived easier and faster than language and essential visual factors delivering and has a stronger symbolic value than any other establishing airlines own corporate images but types. Also each country seeks for its own also national cultural identity. By doing so this distinctive culture according to different research aims to identify the three countries' environments and traditions, hence, even though cultural characteristics and airline uniform color it is the same color, it may deliver different and image features according to corporate CI meaning and images depending upon the strategies. The analysis subjects herein are 19 socio-cultural contexts. In this sense, each Korea, China, and Japan airlines among the 40 country airlines are using differentiated color airlines servicing the Incheon international strategies. That is, once blue was just an airport. The analysis subjects of this research inseparable color in the aviation industry. Blue experiment are female flight attendant uniforms used to be a dominant image code for uniforms frequently worn and reflecting airline CI colors and other airplane designs before. But along as finally selected after collecting each airline with the aviation industry advancement, airlines uniform images from airline homepages and started to use more unique and original colors relevant sites. Color data were classified into 112 Shao Chiqian ․ Lee Misuk / A Comparison Analysis of the Color Characteristics and Images in Airlines' Flight Attendant Uniforms of Korea, China, and Japan main color, sub-color, and accent color, traditions while catching up with global fashion according to uniform color matching ratio. Then trends. Air France and Korean Air are two color chip and RGB values were extracted from airlines leading such changes. The Air France digital images through Adobe photoshop CS2 uniform designed by Christian Lacroix in 2005 is eyedropper tool and converted to Munsell unique in its gray and dark blue tones with a Conversion (version 9.1.1) HV/C values. red ribbon emphasizing femininity. With its blue For the color analysis, Korea/China/Japan navy-tonned uniform, the airline expressed the airlines' flight attendant uniforms were examined confidence and authority of flight attendants based on Munsell color Order System and PCCS responsible for flight safety (Mihyun Lee, 2013). (Practical Color Coordinate System) tone Korean Air also, has changed its cabin crew classification. And for color images analysis, we uniforms 11 times since 1969, reflecting the positioned samples on Shigenobu Kobayashi's trend of time. In 2005, an Italian worldclass color images scale with adjectives to compare designer, Gianfranco Ferré designed its uniform resulting differences. with base colors of celadon green and beige to give elegant but soft and bright impression and help passengers feel more comfortable (Jeong, Ⅱ. Theoretical consideration Park, & Min, 2012). Ivory color is a similar tone to the lower part color of Korean Air planes. It 1. Uniforms and color images can be viewed as its CI (Corporate Identity) strategy to unify the plane color and the flight attendant uniform color. Amid ever fiercer competition among As such, CI color is a key to a company's CI companies in the era of globalization, corporate plans. As company logo, mark, and brand are image improvement has been deeply explored, exclusive corporate assets, colors have become placing corporate uniform designs as an a mighty marketing weapon representing essential element for new corporate brand image company images (Kwon, 2003). That is because establishment. Unlike previous practices that colors are a visual element perceived easier and used to emphasize unity in uniforms and used faster than languages. Colors are immediate, uniforms as a means to control, now uniforms intrinsic and more symbolistic than any other are regarded as an emotional corporate brand types or forms, with a huge effect on corporate strategy that satisfies both uniform wearing profiting activities and image enhancement. employees and customers while enhancing company images (Minjung Lee, Kim, Lee, & Lee, 2009). That is, in the modern society, uniforms 2. Korea/China/Japan's view on colors affect greatly to build up a corporate image, thus functioning as an external variable to global and dress color characteristics competition (H. Lim, 2005). As globalization has accelerated, many airlines Colors, functioning as a visible cultural code, across the world has renewed themselves and are increasingly important for their symbolistic changed attendant uniforms to better reflect expression of national and corporate identity in corporate images and their country cultures and the modern society. Dress colors, as well, are 113 Journal of Fashion Business Vol.17, No.6 significant in expressing a wearing person's Kim, 2012). That is, Korea/China/Japan images from a narrower perspective, and traditional costume colors are commonly signalling people and social identities from a Ohbangsaek colors including, R, YR, Y, and PB. broader perspective (Lee, Kim, & Kim, 2006). In But in terms of color use frequency, Korea this context, to perform comparison analysis showed Y; China, PB; and Japan, YR the most. among Korea/China/Japan airlines' uniform