Color Psychology's Role in Evoking Emotions: A Study of Brand Identity in Health-Focused Pop Brands
Advisor(s)
Brit Rowe: w-rowe@onu.edu
Confirmation
1
Document Type
Paper
Location
McIntosh Ballroom
Start Date
16-4-2024 2:15 PM
End Date
16-4-2024 6:00 PM
Abstract
Abstract: Color Psychology's Role in Evoking Emotions: A Study of Brand Identity in Health-Focused Pop Brands
Question: How does the application of color psychology in brand identity of health-focused pop brands influence the emotional response of consumers?
With brands like Poppi, Zevia, and Lollipop gaining popularity, there's a growing interest in exploring factors that contribute to their success, including the role of color psychology. In a crowded marketplace, establishing a strong brand identity is crucial for differentiation and attracting consumers, as it can evoke specific emotions. Does the application of color psychology influence the emotional response of consumers to these brands?
The insights gained from this research contains valuable information for marketers and designers. Designers and marketers can tailor their communication strategies to their target audience. This can include refining brand messaging, packaging design, and marketing campaigns to leverage the emotional connections.
The methodology for this study consists of a combination of qualitative and quantitative methods such as self-ethnography, visual anthropology, psychographics, competitor profiling, and marketing research, such as a questionnaire. The insights gained from this research will provide understanding into the emotional bonds formed between consumers and healthy pop brands alternatives.
Recommended Citation
Hall-Vietz, Haven Noel, "Color Psychology's Role in Evoking Emotions: A Study of Brand Identity in Health-Focused Pop Brands" (2024). ONU Student Research Colloquium. 22.
https://digitalcommons.onu.edu/student_research_colloquium/2024/papers/22
Level of Access
Restricted to ONU Community
Restricted
Available to ONU community via local IP address and ONU login.
Color Psychology's Role in Evoking Emotions: A Study of Brand Identity in Health-Focused Pop Brands
McIntosh Ballroom
Abstract: Color Psychology's Role in Evoking Emotions: A Study of Brand Identity in Health-Focused Pop Brands
Question: How does the application of color psychology in brand identity of health-focused pop brands influence the emotional response of consumers?
With brands like Poppi, Zevia, and Lollipop gaining popularity, there's a growing interest in exploring factors that contribute to their success, including the role of color psychology. In a crowded marketplace, establishing a strong brand identity is crucial for differentiation and attracting consumers, as it can evoke specific emotions. Does the application of color psychology influence the emotional response of consumers to these brands?
The insights gained from this research contains valuable information for marketers and designers. Designers and marketers can tailor their communication strategies to their target audience. This can include refining brand messaging, packaging design, and marketing campaigns to leverage the emotional connections.
The methodology for this study consists of a combination of qualitative and quantitative methods such as self-ethnography, visual anthropology, psychographics, competitor profiling, and marketing research, such as a questionnaire. The insights gained from this research will provide understanding into the emotional bonds formed between consumers and healthy pop brands alternatives.