In 1997, a study was conducted to identify a model of brand personality and its impact on consumer behavior. Jennifer Aaker suggested measuring “brand personality” by five key characteristics of a person’s personality: sincerity, emotional excitement, competence, sophistication, and toughness. The results of the experiment allowed her to describe the relationship between a brand color and the overall impression that a brand leaves on the audience. Aaker emphasized that consumers prefer companies that reflect their own values.
In addition, D. Aaker noted that each brand can be characterized by only one dominant characteristic with the possible presence of a secondary feature. Based on this theory, the correct choice of corporate color can help the organization attract an audience that shares the brand's values.
Criteria for choosing colors in marketing
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When deciding on brand colors, there are several important factors to consider.
Relevance
In 2006, researchers from Cardiff the benefits of using our teacher database Business School conducted a series of experiments aimed at identifying the impact of colors on the perception of brand logos. The authors of the study concluded that not only the color itself plays a decisive role, but also its relevance to the product, as well as its appeal to the target audience. Thus, the key criterion is the appropriateness of the chosen color.
For a deeper understanding of consumer expectations of specific colors and to predict their reactions, it is recommended to rely on the results of research on the psychology of color perception. Own experiments are also necessary. For example, conducting surveys and A/B testing of colors on the target audience.
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