KCC Conducts Safety Campaign with CGV Using Color Universal Design

Visitors are exiting following the exit direction guidance featuring KCC Color Universal Design installed in the exit corridor of the CGV Yeongdeungpo SphereX theater.

On the 21st, KCC announced that it will conduct a joint campaign with CGV to enhance the safety of customers in exit corridors.

KCC will carry out a safety campaign in the exit corridors on the 6th and 7th floors of CGV Yongsan I'Park Mall, which has the most screening rooms in CGV, and in the exit corridors of CGV Yeongdeungpo SphereX, frequented by audiences of various age groups. CGV Yongsan I'Park Mall has a total of 20 screening rooms and about 3,800 seats, while the Yeongdeungpo branch has 12 screening rooms and about 2,700 seats, making them movie theaters visited by many customers.

KCC applied its self-developed Color Universal Design to the graphics installed on the exit corridor walls of the movie theaters, indicating exit directions, fire extinguisher locations, and escalator positions. The graphics with the applied Color Universal Design are easy to identify, allowing anyone to easily recognize the signs. The colors selected for this application harmonize with the interior of the exit routes where audiences leave after the movie screening, while considering color schemes that allow customers to easily identify them even in emergency situations. All graphics used KCC’s water-based paint, Suporo, which is safe with almost no odor or harmful substances, and also excellent in durability and quality.

Color Universal Design is a color design manual especially considering the color perception characteristics of colorblind and elderly people, designed so that not only normal people but also those with protanopia or deuteranopia can easily recognize it. It refers to the use of colors that consider all groups with various color perceptions due to individual genetic traits or eye diseases, beyond merely aesthetic functions. By using easily distinguishable color combinations and brightness differences, it helps everyone clearly distinguish information about spaces, products, and culture, enabling a more convenient life.

According to data announced by Statistics Korea in 2020, among a total population of 51.78 million, about 1.63 million people have color vision deficiencies, which is estimated to be more than 3.1% of the total population. As customers visiting multi-use facilities have diversified recently, the need for Color Universal Design has emerged to allow people of all ages and color perception characteristics to easily recognize spaces and signs.

Sung Ji-hyun, head of KCC’s Brand Communication Team, said, "We hope this campaign will help all audiences enjoy a safer and more pleasant movie experience, even if just a little," and added, "We hope the application of Color Universal Design will expand to many movie theaters."

Meanwhile, KCC operates a Color Design Center and is actively engaged in research and development of Color Universal Design colors, recently releasing the color book ‘Color Bank vol6’ applying its self-developed Color Universal Design. Based on this, KCC provides color design for underground parking lots of apartment complexes and educational facilities used by many people regardless of whether they are colorblind or not.