Today's society is becoming an emotional society with focusing on emotion and sensation through experiences beyond remaining in a stage of industrialization. As there are the increasing number of cultural variety, consumption pattern is currently chan... Today's society is becoming an emotional society with focusing on emotion and sensation through experiences beyond remaining in a stage of industrialization. As there are the increasing number of cultural variety, consumption pattern is currently changing as well. It is the time of emotional marketing now that consumers purchase products with pretty design or color rather than purchasing products just because they need them. In this way, emotion is changing many aspects of our lives and the current design industry also have no other choice but adopt to the change as well. Since it is a period in which modern digital technology flourishes, it is getting more difficult to have a more advanced and distinguished technology than existing one. Therefore, it now became important to have an emotional differentiation to attract people's attention. As current drink markets are being revitalized, tea drink markets that had hit a plateau are now having a green light for their businesses. Among drink markets, the tea drink product industry is in the limelight and tea drink product is popular for its dual functions for health and wellbeing. As the number of tea drink products is increasing, product design is becoming an important factor to be selected by consumers. Current trend is to use a calligraphy for logo design of tea drink product to express traditional image of Korean tea and distinguish the product from other company's product. However, the actual situation is that the calligraphy used for product differentiation is designed by traditional charcoal color and black and white rise -like design failed to be distinguished from other company's product and it rather causes confusion among consumers. Product logo is an important element for consumers to shorten the time to select products and it is a good tool to communicate with consumers with generating royal consumers. For this reason, it is strongly recommended not only to use calligraphy to distinguish from other company's products but also use colors which can stimulate consumer's emotion and match with the product and also the color is supposed to be differentiated from other company's products. We are living in a colorful environment. Color itself has the power to touch human's heart and people become emotional when they see colors. Color is a most effective tool to develop human's emotion. 50% of visual memory for color is performed by eyes. Thus, people are more influenced by colors of calligraphy than the calligraphy itself when they perceive products and it is also expected that there should be a great correlation between color and perception. The purpose of this study is to find out how consumers react to colors of calligraphy which is used for the products made in the time of emotional marketing and is not differentiated from other people's products because of high ratio of using black and white color in a current domestic tea drink product market and to analyze emotions stimulated by colors. 5 domestic tea drink products were selected for this study and their background colors, colors used for calligraphy, and point colors were picked out for conducting a survey. Firstly, data coding and data cleaning was conducted and then SPSS (Statistical Package for Social Science) v. 22.0, statistic package program, was utilized and analyzed as statistical data analyses for this study Consumers were asked about their overall impressions on appropriateness, visual attention, visual harmony, differentiation, and symbolism of overall color and the color of calligraphy. According to the results, Sip-chil-cha(17茶) showed high scores, 4.26, for the item, 'the main color well represents flavor of the tea' and for overall categories. Meanwhile, Golden Bori earned a low score, 2.75, for the item, 'It is easy to distinguish the main color from other products' and showed low scores for overall categories. Compared to the Sip-chil-cha(17茶), Golden Bori only used a black color for its calligraphy and the color is out of sync with the product and Hutgae Cha (hovenia tea) gained a lowest score, 3.28, in the question, 'the main color well represents a flavor of the tea' and the important fact is that this product also used black for the main color. It earned a high score for visual attention compared to other products, however, the color is inappropriate for a drink product. I.R.I adjectives and total 25 adjectives picked out from IMAGE SCALE were used for the survey of emotional impression on colors. According to the survey results, Sip-chil-cha(17茶) earned high scores for 11 adjectives including 'natural(4.13)' and 'clean(4.07)' and Yeoun Geun Wooung Cha(lotus root and burdock tea) earned high scores for 9 adjectives including 'luxurious(4.04)' and 'sophisticated(3.96)'. In contrast, Hutgae Cha (hovenia tea) earned low scores for 17 adjectives and showed a highest score for an adjective, 'traditional (3.37)'. Golden Bori's average score was 2 and this demonstrates that Golden Bori uses adjectives which generally showed lower numbers than average one. Oaksususuyuem Cha (corn silk tea) showed high scores than the average one for overall adjectives and showed a highest score for adjectives, 'clean' and 'rhythmic' which can be represented by colors. Sip-chil-cha(17茶) which does not use black and white color showed a high score for using emotional adjectives and this implies that unique and various colors which are distinguished from other company's products are required to attract consumer's attention and stimulate their emotions. Most of products with calligraphy use black combined with charcoal like color. Color combination is generally common for the product calligraphy, nevertheless, it was found that combination with black and other colors is not common. It is suggested to combine various color for visual perception and emotional approach of consumers. As a part of package design which is directly connected to purchase, it is suggested to use colors to make most of characteristics of products and stimulate consumer's emotion. Emotion-stimulating colors cannot be evaluated only by the colors themselves but the colors stimulate consumer's emotion by being operated as emotional colors based on overall colors of products. Therefore, calligraphy's color used for products is highly correlated with consumer's emotion and it also should be careful to select colors for calligraphy used for product logo.
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