Display apparatus for displaying color identification code and control method thereof

1. A display apparatus comprising:

a display;

a transceiver; and

a processor configured to:

based on receiving a color identification code via the transceiver, control the display to display information representing contents of a service related to the color identification code, and

control the display to provide a transition from the information to an image of the color identification code via a morphing image, and provide an animation effect during providing the morphing image,

wherein the color identification code comprises reference cells and data cells, and is recognizable by capturing the displayed color identification code, each of the reference cells being configured to correct a color distortion caused by an external light exposure degree,

wherein the processor is further configured to obtain a corresponding point between the information and the image of the color identification code and control the display to display the morphing image based on the corresponding point, and

wherein the processor is further configured to change positions of the reference cells and control the display to display the color identification code by changing colors of the data cells of which positions are changed according to the changed positions of the reference cells.

2. The display apparatus of claim 1 , wherein the color identification code comprises a plurality of cells arranged in a matrix having an n*n size, and

the processor is further configured to set first cells, from among the plurality of cells, which are disposed in a first row and a last row of the matrix as reference cells having a plurality of preset colors, and set second cells, from among the plurality of cells, which are not set as the reference cells, as the data cells comprising information of the service.

3. The display apparatus of claim 2 , wherein each of the plurality of cells is displayed in one of n preset colors.

4. The display apparatus of claim 2 , wherein the processor is further configured to rotate positions of the reference cells along a side boundary of the matrix by 90 degrees, per frame.

5. The display apparatus of claim 4 , wherein the processor is further configured to rotate the positions of the reference cells from the first row and the last row to the positions in a last column and a first column of the matrix, respectively.

6. The display apparatus of claim 5 , wherein the processor is further configured to:

set the second cells, which are not positioned in the first column and the last column, as the data cells comprising the information of the service;

change colors of the data cells of which positions are changed according to rotation of the positions of the reference cells; and

control the display to display the data cells with the changed colors.

7. The display apparatus of claim 1 , wherein a second image is an advertisement image corresponding to the color identification code.

8. The display apparatus of claim 7 , wherein the color identification code comprises a pattern including cells arranged in a matrix and a free space between the cells, and

the processor is further configured to display the free space included in the pattern of the color identification code, with a predetermined transparency.

9. The display apparatus of claim 7 , wherein

the color identification code comprises advertisement information associated with the advertisement image.

10. A control method of a display apparatus, the control method comprising:

receiving a color identification code comprising reference cells and data cells, from a server, each of the reference cells being configured to correct a color distortion caused by an external light exposure degree;

displaying information representing a contents of a service related to the color identification code based on the receiving the color identification code;

providing a transition from the information to an image of the color identification code via a morphing image, and providing an animation effect during providing the morphing image; and

displaying the color identification code transitioned from the image,

wherein the color identification code is recognizable by capturing the displayed color identification code, and

wherein the providing the animation effect comprises obtaining a corresponding point between the information and the image of the color identification code and providing the morphing image based on the corresponding point,

wherein the displaying the color identification code comprises changing positions of the reference cells and displaying by changing colors of the data cells of which positions are changed according to the changed positions of the reference cells.

11. The control method of claim 10 , wherein the color identification code comprises a plurality of cells arranged in a matrix having an n*n size, and

the displaying the color identification code comprises:

setting first cells, from among the plurality of cells, which are disposed in a first row and a last row of the matrix as reference cells having a plurality of preset colors; and

setting second cells, from among the plurality of cells, which are not set as the reference cells, as the data cells comprising information of the service.

12. The control method of claim 11 , wherein each of the plurality of cells is displayed in one of n preset colors.

13. The control method of claim 11 , wherein the displaying the color identification code further comprises:

rotating positions of the reference cells along a side boundary of the matrix by 90 degrees, per frame; and

displaying the reference cells of which the positions along the side boundary of the matrix are rotated.

14. The control method of claim 13 , wherein the displaying the color identification code further comprises rotating the positions of the reference cells from the first row and the last row to the positions in a last column and a first column of the matrix, respectively.

15. The control method of claim 14 , wherein the displaying the color identification code further comprises:

setting the second cells, which are not positioned in the first column and the last column, as the data cells comprising the information of the service;

changing colors of the data cells of which positions are changed according to rotation of the positions of the reference cells; and

displaying the data cells with the changed colors.

16. The control method of claim 10 , wherein a second image is an advertisement image corresponding to the color identification code.

17. The control method of claim 16 , wherein the color identification code comprises a pattern including cells arranged in a matrix and a free space arranged between the cells, and

the displaying the color identification code further comprises displaying the free space included in the pattern of the color identification code, with a predetermined transparency.