Color Exploration in Djayanti Aprilia's Illustrations for 'The Body Shop' Store: An Analysis Using Shigenobu Kobayashi's Color Theory

The aims of this study to exlore the use of color in an illustration displayed at ‘The Body Shop’ store, created by Djayanti Aprilia, which focuses on the depiction of environmental sustainability concepts. The research employs a qualitative descriptive approach to understand and analyze the colors applied in the illustration. The classification and analysis of colors are conducted based on the color theory from the book Colorist by Shigenobu Kobayashi, which provides detailed guidance in identifying the characteristics and psychological effects of various color combinations. This study is significant as it contributes to the theoretical and practical understanding of color usage in visual communication design, particularly in contexts that support sustainability initiatives. The findings reveal that the choice of colors in the illustration not only aligns with ‘The Body Shop’s brand image, which consistently adheres to environmentally friendly principles, but is also effective in creating a youthful and energetic impression, predominantly within the cool color quadrant. These results demonstrate how color selection can play a strategic role in reinforcing brand messaging while simultaneously capturing consumer attention through visual nuances that support the narrative of sustainability.