Giysilerde Renk Öğesine Yönelik Kadın Tüketicilerin Farkındalıkları ve Satın Alm (original) (raw)
2022, Social Sciences Studies Journal
The urge to look beautiful and stand out in society has played an important role almost as much as physical needs in human life since the beginning of history People desire to feel beautiful and safe in their clothes. If the one does not dress appropriately for the society, does not trust their body, does not know the parts of their body that need to be hidden or emphasized, and cannot make their clothing choices accordingly, they cannot feel happy in their clothes. The most important factor that ensures that products with similar functions and quality are preferred by the consumer is the design. Like other designers, a fashion designer can create the desired perception in their design by determining the elements and principles such as line, color or balance to be used according to the quality of the visual perception they will create. One of the elements that affect the consumer in a garment design is color. The color element used in clothing design has visual effects on body features. It can affect the consumer's perception of the garment positively or negatively. A designer's preparation of designs by considering all these effects will provide satisfaction in terms of functionality and aesthetics. At the same time, it is important for consumers to be conscious about this issue for making the right choices about clothing. People who are educated in the fields of art and design, and people who are involved in artistic activities have developed higher aesthetic perceptions than those who don't. This is a very effective factor for them to make the right clothing choices. In this study, which aims to determine the awareness of female consumers about the effect of color in clothing designs and the effect of color on their clothing preferences, a questionnaire was used to collect data. The data obtained from the measurement tool, which was determined by the random sampling method and applied to 188 female consumers between the ages of 18-65 and at least high school graduates living in different regions of Turkey, were analyzed using SPSS. The relationship between consumers' demographic characteristics, their clothing preferences and their awareness of colors was analyzed with the Chi-Square Test and One Way Anova and interpreted at p<.05 significance level.
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