Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Study on the Website Color Analysis of the Foodservice Brand: Concentrated on Homepage of Family Restaurants

외식브랜드의 웹사이트 컬러분석에 관한 연구 - 패밀리 레스토랑 홈페이지를 중심으로 -

  • Lee, U-Joo (Department of Food Service Industry, Baekseok College)
  • 이유주 (백석대학 외식산업학부 푸드스타일리스트 전공)
  • Published : 2005.04.30
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Abstract

The color and its coordination should intensify the customer's memory and awareness in a brand website, through the consistent communication strategy by which a variety of brand identification in the offline could be expressed efficiently. We evaluated top 5 brand-valuable family restaurants in this study, how they made the best use of the website as a new communication channel, and how they constructed the brand identification by the coloring of a website. We found out that they employed colors with a dynamic and lilting feelings matching the concept of a family restaurant. In addition, A color scheme was well designed for the specific character of a brand, though web-safe colors were seldom employed. This report can be a guide to a corporation for the color and its coordination in the website, when existing brand images need to be intensified and enhanced, or when a new brand image need to be constructed.

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