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The Value of Color Research in Brand Strategy

机译：品牌战略的颜色研究价值

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style="text-align:justify;"> 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. The results of the nonrandom sample also show that colors used in branding influence consumers’ perception, are used to identify products, and carry meaning that’s evolved into a relationship between the brand and the consumer. These findings were consistent with previous research that found through color, brands effectively establish an identity, communicate a mood, and form a relationship with consumers (Labrecque and Milne, 2011) href="#ref1">[1]. The results of the survey also reveal that 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.
机译：style =“text-align：证明;”>颜色比设计更具颜色？以下研究讨论了消费者对消费者感知的颜色科学以及对消费者品牌关系的颜色研究的价值。具体而言，它检查了颜色如何影响消费者的感知以及品牌如何策略性地利用颜色来区分竞争对手，建立身份，促进形象，促进与其消费者的关系。为了研究颜色对消费者感知和品牌图像的重要性，18至37岁之间的男性和女性的非谐波样本参与了一个焦点小组，包括以色彩为中心的照片和调查。 Nonrandom样品的结果还表明，用于品牌影响消费者的感知，用于识别产品，并携带含义，这意味着品牌和消费者之间的关系。这些发现与先前的研究一致，品牌有效地建立身份，沟通心情，以及与消费者（LabRecque和Milne，2011）的关系，href="#ref1"> [1] 。调查结果还揭示了消费者在识别品牌时，消费者不会依赖于颜色，并且可以仔细研究一个积分的颜色来制造品牌消费者关系。

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