Paper/Poster Title
Advisor(s)
Brit Rowe, MFA
Ohio Northern University
Art & Design, Visual & Performing Arts
w-rowe@onu.edu
Document Type
Poster
Location
ONU McIntosh Center; Activities Room
Start Date
22-4-2022 12:00 PM
End Date
22-4-2022 1:00 PM
Abstract
Why are color schemes important and how is it used in graphic design? Every business and brand intentionally uses colors schemes to design their visual identity. The same color can mean a variety of different things in different contexts. For example, national corporate department store chains such as Macy’s, Khol’s, Jcpenny, TjMaxx, and Nordstrom use certain color schemes to express their brand essence. In this industry, is there a consistent color scheme that communicated the essence of the brand? How do people perceptive the brands and the industry through color schemes?
To undertake this research project the following methods will be used: literature review strategy using the communication audit tactic, marketing research strategy using the survey tactic, logo classification, gap analysis, and psychographics. The results and conclusions will be discussed during the presentation.
Recommended Citation
Altstaetter, Annaleia Faith, "Color Schemes in Department Store Brands" (2022). ONU Student Research Colloquium. 14.
https://digitalcommons.onu.edu/student_research_colloquium/2022/posters/14
Color Schemes in Department Store Brands
ONU McIntosh Center; Activities Room
Why are color schemes important and how is it used in graphic design? Every business and brand intentionally uses colors schemes to design their visual identity. The same color can mean a variety of different things in different contexts. For example, national corporate department store chains such as Macy’s, Khol’s, Jcpenny, TjMaxx, and Nordstrom use certain color schemes to express their brand essence. In this industry, is there a consistent color scheme that communicated the essence of the brand? How do people perceptive the brands and the industry through color schemes?
To undertake this research project the following methods will be used: literature review strategy using the communication audit tactic, marketing research strategy using the survey tactic, logo classification, gap analysis, and psychographics. The results and conclusions will be discussed during the presentation.