The purpose of this study is to test whether consumers' personal colour preferences (in an abstract sense rather than for a particular product) affect their intended product purchase decisions if they are given various colour choices. This work employs two experiments with visual components to investigate which colour a participant would choose if asked to select a product to purchase when there is a range of colours available. Two experiments were also designed to elicit a response about which colour each participant prefers (in an abstract sense). The study finds that personal colour preferences affect intended product-colour purchase decisions but that the extent of this varies from one product category to the next. Further analysis reveals that personal colour preferences are secondary to factors such as colour functionality and colour performance. This work presents new experimental data about the role of colour in product and product packaging on intended consumer purchase decisions. A conceptual framework, supported by the experimental findings, are understanding the relationship between individual colour preferences and product-choice colours, and more functional aspects of colour itself (such as the effect of colour on product's performance or functionality). K E Y W O R D S colour preference, design, packaging, purchase decisions 258 | V C 2017 Wiley Periodicals, Inc. wileyonlinelibrary.com/journal/col Color Res Appl. 2018;43:258-267.
This paper introduces the idea of design reinvention applied to traditional cultural textile products to facilitate the design of a contemporary offering that meets the needs of a specific market segment. The focus of this study is to develop a new design tool which will facilitate the translation of traditional Korean bojagi aesthetics into design concepts for modern fashion textiles relevant to young consumers. In order to apply the concept of design reinvention to the traditional bojagi, a new bojagi textile design tool and a bojagi website were developed.Using the tool, some of the applications were tested by fashion industry experts in the UK whose market are young global consumers. The findings resulting from the interviews suggested that the fashion bojagi samples could be successfully commercialized for the contemporary fashion market.
This paper explores a fundamental principle of digitising traditional cultural designs to introduce a model to develop a digital design tool with three levels of strategies (and five possible scenarios) for expanding traditional designs. The study structures pattern designs by analysing certain rules of traditional Korean bojagi textile designs and converting this into explicit rules in computational design. A bojagi design tool (implementing eight different schemes and allowing choice of colours and textures) was designed and implemented by the author to show the advantages of using a computational design that combines traditional principles with today's modern digital technology. The bojagi design tool that we developed was then examined by four different groups (textile/ fashion designers, merchandisers, traditional bojagi craft practitioners and random customers) in Korea. The findings resulting from the interviews suggested that the tool can successfully generate most of original bojagi designs that will be suitable for current fashion and interior markets and even extend it as a marketing (communication) and educational tool.
Electronic educational resources support search activities and manipulate information effectively in learning environments, thus enhancing education. This paper discusses the development of an electronic timeline database that classifies design and fashion details; technological developments; socio-economical influences; availability and popularity within fashion trends; marketing and distribution; and influential people including designers, in a manner that facilitates ease of cross referencing events at the same point in time for a rich analysis of fashion. The study focuses on the driving forces of fashion during the 1920s as a starting point for a much larger database. The data is presented in the form of a website allowing students to better understand fashion trends with macro-environmental and marketing strategies. The electronic resource is a useful tool for fashion, textile and marketing students as an educational interface providing design, production and marketing data for fashion-related products particularly useful for the analysis of fashion trends.
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