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Analysis of Shop Sign Colors in Joong-Gu, Seoul—Nadulgage and Convenience Stores

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Analysis of Shop Sign Colors in Joong-Gu, Seoul—Nadulgage and Convenience Stores Analysis of Shop Sign Colors in Joong-Gu, Seoul — Nadulgage and Convenience Stores SeongJin Kim*1 1 Ph.D., Department of Interior Architecture & Built Environment, Yonsei University, Korea Abstract The South Korean government is attempting to revive small supermarkets by branding them as "Nadulgage." These efforts include support to change retail store signs; however, in reality, the government has only provided emblem designs thus far. Based on previous studies, this study reviews the current status and features of sign colors for both Nadulgage and convenience stores in the Jung-gu area. In addition, after analyzing color images using the Moon–Spencer Theory, PCCS tone chart and I.R.I Color Emotional Quotient as analysis tools, we compare the characteristics of Nadulgage and convenience stores and draw our implications. The colors of Nadulgage signs still display the characteristics of colors that were elucidated in previous research. Moreover, the dominant colors of Nadulgage signs have a higher ratio of colors belonging to the contrast area compared with those belonging to the other groups. This makes their impression confusing when compared with the impression of the colors of convenience store signs. Therefore, reselection of the dominant colors that can portray the unique identity of a Nadulgage should be prioritized, and the color-matching relationship between dominant colors, assorted colors, and accent colors should be established in more detail. Thus, comparing Nadulgage and convenience stores may help in obtaining useful data. Keywords: Nadulgage; convenience stores; sign; colors 1. Introduction 3. Product redisplay Subsidize costs associated with 1.1 Background and Purpose support displaying products, staff, etc. With the increasing number of enterprise 4. Information system Installation of POP software set-up convenience stores, neighborhood supermarkets are 5. Comprehensive Business area analysis, slowly disappearing. In South Korea, residential and guidance on operation administrative guidance commercial areas have witnessed concurrent growth, 6. Owner education Field trip unlike Europe, with small supermarkets playing an However, as shown in Table 1., barring Item 2, the important role in this environment. According to Sim initiative is biased toward support for operation and (2014), these supermarkets have traditionally been "a administration of businesses. Hoffman et al. (2003) meeting place" for locals and internal communities. asserted that the reason the government and large Against this backdrop, in an attempt to revive businesses chose conversion was to establish "brand the disappearing small stores and strengthen their identity." In addition, Seo et al. (2012) found that competitiveness, the government (SMBA) started the 1 Nadulgage owners participating in the business felt "Nadulgage Supporting Initiative" in 2010. The details the need for implementing some measures to improve are as follows. the visual environments of their businesses, such as Table 1. Nadulgage Supporting Initiative Action remodeling and replacing signboards, which can better Support Item Contents communicate the brand concept and contribute to 1. Promoting subsidy Support five-year loans effective consumer perception. 2. Sign replacement Sign with Nadulgage BI Although there have been continuous demands for improving consumer recognition and promoting the brand image with respect to the Nadulgage Promotion *Contact Author: SeongJin Kim, Ph.D., Initiative launched by the government (SMBA), the Yonsei University, 50 Yonsei-ro, Seodaemun-gu, most crucial issue is considered to be the fact that Seoul, 03722, Republic of Korea there has been no discussion on approaches in terms of Tel: +82-10-2810-3299 design, which may turn out to be an effective solution. E-mail: [email protected] In particular, although there is a support item for ( Received October 6, 2016 ; accepted July 12, 2017 ) sign changes, as shown in Table 1., it only covers DOI http://doi.org/10.3130/jaabe.16.479 Nadulgage BI and emblems, resulting in inconsistent Journal of Asian Architecture and Building Engineering/September 2017/486 479 colors being used in Nadulgage signs across the The number of Nadulgage has grown consistently country. This study aims to analyze and review the year-by-year, currently amounting to 10,706 stores colors used in the signs of Nadulgage signs, compare nationwide. Small retail shops owned by individuals are them with colors used in enterprise convenience stores, eligible for Nadulgage application. The Small Enterprise draw conclusions, and provide useful information and Market Service examines the application and grants to help future research in determining a standard for certification to a shop if it meets the required criteria. Nadulgage signs and their color scheme. The brand images and symbolic color, which are the 1.2 Scope of the Study and the Processes Used characteristics of Nadulgage, are presented in Table 4. This study surveyed 40 shops in Jung-Gu, Seoul, Table 4. Nadulgage Brand Images and Symbolic Colors including Nadulgage and convenience stores. The scope 2 Brand Image Targeted Image Emblem of the survey included analyses of the design features Color of signs, especially the characteristics of the color A store with a 2.5BG4/6, neighborly atmosphere Friendliness, schemes. Jung-gu, located at the heart of the capital 10PB5/10, wherein consumers Compassion, city Seoul, is one of the fastest growing areas in Seoul, 10P6/16, feel comfortable and Pleasure has the most active population because of the balanced 7.5R7/12 visit frequently growth of both new and old retail districts in the form of large traditional markets and mega shopping centers. The symbolic colors of Nadulgage have not been Therefore, Jung-gu was selected as the appropriate area consistently applied to the coloring of Nadulgage signs for analyzing convenience stores and traditional small- and the elevation of the shops. sized supermarkets, which are the subjects of this study. 2.2 Sign Color and Brand Identity The direction of this study was established, and the People obtain most of their information through basic information on the shops surveyed in this study vision. A visual image generally comprises shapes was obtained through a literature review. The present and colors. Rudorf (1954), well-known as a Gestalt status and the properties of sign colors were investigated psychologist, said that colors have a stronger expressive through fieldwork. Based on the above information, this power than shapes as they bear sentimental experiences. study compared and analyzed the color properties of the Therefore, environmental design arrangements such signs in Nadulgage and convenience stores. as logos, signboards, and interior and exterior layouts utilize colors to effectively communicate and identify 2. Theory Review the brand concept with a commercial intent. 2.1 Nadulgage and Convenience Stores According to Faber3 and Kim et al. (2006), colors The classification of retail businesses in South Korea in outdoor advertisements are the first to be visually is shown in Table 2. recognized and have psychological characteristics to Table 2. Classification of Retail Businesses by Scale send specific messages as well as brand identity. In Brand Typical Types of Note addition, according to Parry et al. (1944), the harmony Businesses among the colors used in the sign is important for the Large-scale Department stores, Super supermarket sign to be effectively identified. large discount (SSM) is defined as a This study uses the Parry's color wheel harmony stores shop with floor area relationship diagram because it is considered to be an Small- and SSM, convenience of less than 3000m2 medium-sized stores, small and larger than that of appropriate, effective tool for analysis, considering the supermarkets convenience stores relationship between colors adjacent to each other in the limited spaces of signs. 7-Eleven was first introduced in South Korea with the opening of the Olympic Village in 1989. Convenience Table 5. Color Wheel Harmony Relationship Diagram Division Definition stores have the advantage of shortened shopping time, 1st The relationship between the colors becomes easy access owing to convenient locations, and a wide Ambiguity ambiguous because their positions in the wheel range of selected products in small quantities. The Area are too close to each other. names of some popular convenience stores in South 2nd The relationship between the colors causes Korea and their symbolic colors are presented in Table 3. Ambiguity a feeling of discomfort because they are at Area awkward positions from each other in the wheel. Table 3. Brand Images and Symbolic Colors 3rd Contrast The relationship between colors gives an Convenience Targeted Image Symbolic Color Area impression of confusion in recognizing the main Store Brand (Muncell Value) color. 7-Eleven Coexisting, 7.5BG4/ 4, 7.5R5/16, environment-friendly 5YR7/12 2.3 Review of Previous Studies Mini stop Humaneness, rest 7.5YR8/14,5PB2/16, 7.5R5/20 According to previous studies on signs, colors, and Gs25 Progressiveness, 10BG5/6,7.5BG9/4, color images, Kim et al. (2004) analyzed background creativity 7.5R5/16 colors and letter colors separately, excluding building Cu Dignity, refreshment 10PB3/16,2.5GY8/12, 7.5GY6/10 facades, in two commercial areas of Seoul. This research With me Divinity, freshness 7.5B7/10, N9/0, showed that the red, yellow, and blue color groups were 2.5Y8/12 the most popular of the chromatic colors
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