The Characteristics of Color Use of Space Elements of Food Hall in Department Stores - Focused on Faber Birren’s Theory of Color Harmony -

As a Representative large Commercial Facility, Department Stores Occupy a very large Proportion in the Distribution Market. Among them, the Food Hall is a major MD of Department Stores from before the new Generation and plays a role as an Important Promotional Element that Attracts Customers with Changed Product Composition. Looking at the role of the Food Hall, first, in terms of Location, it is mostly built in the Basement, and it plays a role of a Fountain that Attracts Customers by Attracting Smell and Taste and raises Customers to the Upper Floors. Second, in terms of Products, it has a variety of Items and Sizes compared to other MD, and has Characteristics that can give Customers a variety of Experiences of Sight, Smell, Touch, Hearing, and Taste. Third, in terms of Service, as a Dining Space, it plays a role of Continuing Shopping by Resting and Charging.BR/In addition, since Food Halls have lower unit Prices than other MD of Department Stores, they tend to rely on Customer Attraction, so they strive to Store new Menus or famous Restaurants that arouse Customer Interest. In this way, the Food Hall as a Space for Applying and Expressing Consumption Trends the fastest can be said to be a Space that plays the same role as an Introduction to Delivering the overall Design Direction of the Department Store to Customers in Advance through the Color of the Space and various Space Composition from a Design Perspective. Among these, Color is the first means of Conveying a Product to Customers. Including Improving the Taste, which is the most Important Function in the Food Hall, Color can convey the Association of Product Quality and Freshness, and other feelings given by Department Stores in various Colors. However, the Reckless and Indiscriminate use of various Colors can lead to a Decrease in the desire to Purchase. In addition, Color must be Harmonized to Effectively reflect and convey Intentions. Since the Color of the Food Hall can be seen how Originality was sought in the limited Color Environment, which is the premise of Improving the Taste, it is judged that it has more analytical value than other layer MD, which are relatively free in Color Selection. The Purpose of this Study is to find out the Characteristics of Color use in Department Store Space Planning and to Analyze its Harmony.