THE ASSOCIATION BETWEEN BACKGROUND COLOR AND EMOTION IN FASHION PRODUCT PHOTO AND THE INFLUENTIAL FACTORS

• Main Author: Sendhang Rasendrya, Shahreza
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64562
• Institution: Institut Teknologi Bandung

One of the ways for fashion brands to compete is by developing positive emotional relationships with their customers. Developing positive emotional relationships with customers could be done by fashion brands by designing their contents in a way that it delivers positive emotions or emotions that are aligned with their values as a brand. As to how, the use of colors have been associated with emotions in many previous researches. Since product photos are one of fashion brands’ most used types of social media content, these emotions could be emphasized in these product photos. In product photos, other than in the color of the product itself, color could be used as the photo’s background as well. With that being said, this research aims to study the factors that influence the association between background color and emotion in fashion product photos, as well as the specific emotions that are associated with the use of certain colors (red, green, and blue) as background. Through the use of deductive and inductive thematic analysis, as well as using the typology of emotions listed by HUMAINE, this research found that the emotions that are associated with certain background colors could be derived from either the color itself (with or without specific reasons), the photo as a whole, or the brand itself. Other than that, this research shows that the colors red, green, and blue are mostly “annoying” when used as background. However, there are also positive associations to these colors, such as “courage” from red, “happiness” from green, and “calmness” from blue.