The Effect of Color Perception of Seoul Bike Ttareungi on Color Expectation and Preference : Focusing on the Mediation Analysis of Color Change Reactions

This study analyzed the impact of the color perception of the Seoul Bike “Ttareungi” on color expectations and preferences. It empirically verified the mediating effects of emotional and psychological responses to variations in color. A survey was conducted among individuals aged 20-50 who had experience using Seoul bike in 2025, and data were analyzed using SPSS and mediation analysis procedures. The findings revealed no significant differences in color perception across age groups; however, significant differences were identified in emotional and psychological responses to variations in color. Notably, the symbolism and visibility of colors positively influenced color expectations and preferences, with emotional responses partially mediating these relationships. This study highlights the significance of emotional factors in color design for public infrastructure and underscores the need to develop user-centered color strategies that take into account symbolism and visibility. These findings are expected to provide valuable academic and practical foundations for enhancing the color design of public bicycle systems.