This study analyzes colors of seasonal Floral Design for both domestic and overseas department store lobbies to arouse consumers'' interest positively in anticipation of the coming seasons and furthermore, tries to contribute to Floral Design development as a reference of color research as well as flower space decoration of department store.
In the domestic market, four major department stores(''G'', ''H'', ''L'', and ''S'') are chosen as they stick to the lobby floral design by season and their most favorable designs between 2010 and 2015 are selected mainly with the criteria of remarkable colors and sense of the season. In the foreign markets, 32 representatives are analyzed out of 246 photographs in total with clear image and color sense from the celebrated department stores of the four major cities(London, New York, Paris, and Tokyo) between 2005 and 2015, which stores focus mainly on real flower decoration for their lobbies.
Colors are classified and analyzed by season on a quantificational basis of the frequency and range of three attribute of color(hue, value, and chroma).
First, in the analytic arrangement of the frequency of hue, value, and chroma by season, the most dominantly used ones are as follows: YR(yellow red) and GY(green yellow), and levels from 3.01 to 4.00(value and chroma) for the spring; GY(hue), 4.01∼5.00(value), 5.01∼6.00 and 1.01∼2.00(chroma) for the summer; YR(hue), 5.01∼6.00(value), and 1.01∼2.00(chroma) for the autumn; and lastly, YR(hue), 2.01∼3.00(value), and 3.01∼4.00(chroma) for the winter color.
Second, reflecting on the frequency analysis outcome coordinated with hue and value: mid-high value stands for the spring from Y(yellow) and 8.01∼9.00(value) to GY and 4.01∼5.00; mid value for the summer with GY and 4.01∼5.00; also mid value for the autumn with YR and levels from 5.01∼6.00 to 6.01∼7.00; and low value for the winter with YR and 2.01∼3.00 in the frequency order.
Third, in terms of the outcome coordinated with hue and chroma, low chroma is dominant all over the seasons: YR(hue) and 1.01∼2.00(chroma) for the spring; YR and 1.01∼2.00 for the summer; YR and 1.01∼2.00 for the autumn; and YR and 0∼1.00 for the winter in the same way.
Fourth, the integrated result of the color use coordinated mainly with the dominance color is as follows: mid-high value and low-mid chroma with hue R(red) and Y for the spring; mid value and low-mid chroma with GY for the summer; low-mid value and low chroma with YR for the autumn; and low-mid-high value and low chroma with YR are mostly used for the winter color.
Fifth, on analysis of domestic and overseas seasonal image, each season contains certain atmospheres with similarities and contrasts: spring in common has calm, clean, cute, tender and vivid image; domestic summer seems natural, profound, and still while overseas one feels not only natural but also decent and elegant; autumn in common is likely to be also natural, soft and tender, and even sophisticated; and lastly, winter of both domestic and foreign countries has somehow similar image to that of autumn but also represents more dynamic, modernized and glamorous image.
The color analysis of the lobby floral design in this study may differ in expression according to the thickness, physiological and lighting conditions and angles of the flower(Kim, 2008). Moreover, there are certain limitations in analysis of overseas case particularly as those photographs are the only chromatographable medium and it is not 100% compatible between RGB on the monitor and CMYK system. A number of such problems should be made up through the follow-up research in the near future. Furthermore, color of Floral Design is expected to create consumers'' interest producing synergy effect with anticipation towards seasonal changes and therefore, to supply added value of even higher quality on a condition that the color keeps developing in order to recognize overtaking seasonal sense well enough in the commercial space.