The Value of Color Research in Brand Strategy
Meagan K. Cunningham
“Is color more than a design? The following research discusses the science of color to consumer perception and the value of that color research to consumer-brand relationships. Specifically, it examines how color influences consumers’ perception and how brands strategically utilize color to distinguish themselves amongst competitors, establish an identity, promote an image, and foster relationships with its consumers. To examine the significance of color to consumer perception and brand imagery, a nonrandom sample of men and women between the ages of 18 and 37 years old participated in a focus group that included color-centric photos and a survey.”
Cunningham, M. (2017) The Value of Color Research in Brand Strategy. Open Journal of Social Sciences, 5, 186-196. doi: 10.4236/jss.2017.512014.