The Effect of Necktie Color and Patterns on the Image Formation of the Men's Suit

넥타이의 색과 무늬가 남성복 이미지에 미치는 영향

The purpose of this study is to find out the effect of suit color, necktie color and necktie patterns on the men's suit image formation. The experimental materials developed for this study were a set of stimuli and response scales. The stimuli were 28 color pictures manipulated with suit color, necktie color and necktie patterns by computer drawing. The experimental design consists of 3 factorial design; 1) suit color (navy blue, beige), 2) necktie color (analogous, complimentary color), 3) necktie patterns (plain, dot, stripe, check, paisley, floral, abstract) The 7-point semantic differential response scale designed for visual evaluation of men's suit image on suit color, necktie color and necktie patterns were composed of 34 bipolar adjectives. The subject are 150 female undergraduate students in Chin-ju city. They responded twice to 14 stimuli at random order The result of this study are as follows; 1. By analyzing the responses of the subjects, 4 factors emerged in the dimensional structure of the men's suit image formed by suit color, necktie color and necktie patterns. The 4 factors are charm, potency, uniqueness and tenderness. Among these, charming and potential factors proved to be more important. 2. necktie color, suit color and neckite patterns had the significant effect on the formation of men's suit image. In the charm image, only necktie patterns were proved to be the most dominant variable. The most dominant variable in the potencial and unique image was necktie color and second to it suit color was important. But suit color was most significant in the image of tenderness. 3. In the effects of interactions between each variables, the combination of suit color and necktie color wins more significant than that of suit color and necktie patterns and that of necktie color and necktie patterns, but in the image of tenderness, only the combination of suit color and necktie color was more significant. In the interaction of suit color, necktie color and necktie patterns, the potential factor didn't have the significant effect.