跳至主要内容

The Value of Color Research in Brand Strategy

To some consumers, color is merely a decorative trait. However, in marketing strategies, color is used by brands to reach consumers on a deeper level and stand out in the market amongst competitors. And to ensure color is most effective, brands wanting to optimize success, should seek color research that can best meet their objectives of appealing to consumers.

This paper discussed the science of color to consumer perception and the value of that color research to consumer-brand relationships. Specifically, it examined how color influenced consumers’ perception and how brands strategically utilized color to distinguish themselves amongst competitors, establish an identity, promote an image, and foster relationships with its consumers.

In this study, to test the significance of color to consumer perception and brand imagery, a nonrandom convenience sample of 20 North Jersey men and women between the ages of 18 and 37 years old participated in a focus group. Using color-centered advertisements and photos, partnered with a survey questionnaire, the consumer perception and behavior with color and corporate brand identity were examined.

The results of this study demonstrated the ability of color to provide visual information to consumers without words or lettered logs. This study also showed color was used as a primary tool in identification and had the ability to influence perception about price, quality and brand personality.

In conclusion, the results of the survey show that color is vital to the communication and relationship building process to both consumers and brands. Also, consumers don’t rely solely on color when recognizing a branding and more can be done to examine how integral color is to manufacturing brand-consumer relationships. Overall, the ability for color to alter purchase intent can be beneficial to in branding strategies around the world. Besides, additional research on organizations that don’t consult color research should also be further studied.

Article by Meagan K. Cunningham, from Seton Hall University, South Orange, NJ, USA.

Full access: http://mrw.so/1c6Ojj
Image by princes anna, from Flickr-cc.

评论

发表评论

此博客中的热门博文

A Comparison of Methods Used to Determine the Oleic/Linoleic Acid Ratio in Cultivated Peanut (Arachis hypogaea L.)

Cultivated peanut ( Arachis hypogaea L.) is an important oil and food crop. It is also a cheap source of protein, a good source of essential vitamins and minerals, and a component of many food products. The fatty acid composition of peanuts has become increasingly important with the realization that oleic acid content significantly affects the development of rancidity. And oil content of peanuts significantly affects flavor and shelf-life. Early generation screening of breeding lines for high oleic acid content greatly increases the efficiency of developing new peanut varieties. The objective of this study was to compare the accuracy of methods used to classify individual peanut seed as high oleic or not high oleic. Three hundred and seventy-four (374) seeds, spanning twenty-three (23) genotypes varying in oil composition (i.e. high oleic (H) or normal/not high oleic (NH) inclusive of all four peanut market-types (runner, Spanish, Valencia and Virginia), were individually tested ...
发表评论
阅读全文

Location Optimization of a Coal Power Plant to Balance Costs against Plant’s Emission Exposure

Fuel and its delivery cost comprise the biggest expense in coal power plant operations. Delivery of electricity from generation to consumers requires investment in power lines and transmission grids. Placing a coal power plant or multiple power plants near dense population centers can lower transmission costs. If a coalmine is nearby, transportation costs can also be reduced. However, emissions from coal plants play a key role in worsening health crises in many countries. And coal upon combustion produces CO 2 , SO 2 , NO x , CO, Metallic and Particle Matter (PM10 & PM2.5). The presence of these chemical compounds in the atmosphere in close vicinity to humans, livestock, and agriculture carries detrimental health consequences. The goal of the research was to develop a methodology to minimize the public’s exposure to harmful emissions from coal power plants while maintaining minimal operational costs related to electric distribution losses and coal logistics. The objective was...
发表评论
阅读全文

Evaluation of the Safety and Efficacy of Continuous Use of a Home-Use High-Frequency Facial Treatment Appliance

At present, many home-use beauty devices are available in the market. In particular, many products developed for facial treatment use light, e.g., a flash lamp or a light-emitting diode (LED). In this study, the safety of 4 weeks’ continuous use of NEWA TM , a high-frequency facial treatment appliance, every alternate day at home was verified, and its efficacy was evaluated in Japanese individuals with healthy skin aged 30 years or older who complained of sagging of the facial skin.  Transepidermal water loss (TEWL), melanin levels, erythema levels, sebum secretion levels, skin color changes and wrinkle improvement in the facial skin were measured before the appliance began to be used (study baseline), at 2 and 4 weeks after it had begun to be used, and at 2 weeks after completion of the 4-week treatment period (6 weeks from the study baseline). In addition, data obtained by subjective evaluation by the subjects themselves on a visual analog scale (VAS) were also analyzed. Fur...
发表评论
阅读全文