The purpose of this study was to propose some plan which could satisfy consumer's expectation emotional needs by comparing emotional scale between fashion brand image and brand website coloration image. For this study, 12 brand websites within four fashion zone, men's clothing, women's clothing, casual wear, and sports wear were chosen. The questionnaires were comprised of 27 emotional adjectives which were selected from previous studies. The questionnaires were distributed to university students and office workers for 3 to 17 on September. Among them, 118 questionnaires were analyzed by SPSS tool. The qualitative analysis for emotional adjective sorting, content analysis for website color chip sorting, and quantitative analysis for consumers were used in this study. Some differences exist between brand image and website coloration band image as the result. As the numbers of internet user became larger, the costumer's emotional image which gives maximum satisfaction is getting more important in fashion brand website. Therefore, fashion website managers should satisfy consumers with functional and emotional needs.

The color and its coordination should intensify the customer's memory and awareness in a brand website, through the consistent communication strategy by which a variety of brand identification in the offline could be expressed efficiently. We evaluated top 5 brand-valuable family restaurants in this study, how they made the best use of the website as a new communication channel, and how they constructed the brand identification by the coloring of a website. We found out that they employed colors with a dynamic and lilting feelings matching the concept of a family restaurant. In addition, A color scheme was well designed for the specific character of a brand, though web-safe colors were seldom employed. This report can be a guide to a corporation for the color and its coordination in the website, when existing brand images need to be intensified and enhanced, or when a new brand image need to be constructed.