How Color Affects Cultural Branding
Advisor(s)
Brit Rowe
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
Color is a powerful tool for branding and plays a giant role in design. Studying how color affects customers through emotions can impact production sales. Corporations must think strategically when expanding internationally, as some cultures perceive colors differently. This presentation explores how color in branding affects the Middle East, Asia, and the general American cultures.
As I conduct this research, I plan to use three tactics to gather the data needed to answer the questions of color theory in brands. A questionnaire will investigate emotional appeal to specific colors and ask questions relating to color culture. Self-ethnography will be used to study the visual language from different cultures in brands and how I react to the color schemes. Color psychology will study the true meanings behind colors in different cultures and how that can affect brands.
I hope to showcase, through this data, how emotional responses to color can change depending on your culture and how this can either harm or benefit brands. My presentation showcases the interplay between color, culture, and branding, emphasizing the significant influences of color on consumer purchasing behaviors and emotional responses. The data presented can influence marketers and designers’ decisions among the use of color for multinational companies.
Recommended Citation
Spofford, Lindsey Kathryn, "How Color Affects Cultural Branding" (2024). ONU Student Research Colloquium. 37.
https://digitalcommons.onu.edu/student_research_colloquium/2024/papers/37
Level of Access
Open Access
Open Access
Available to all.
How Color Affects Cultural Branding
McIntosh Ballroom
Color is a powerful tool for branding and plays a giant role in design. Studying how color affects customers through emotions can impact production sales. Corporations must think strategically when expanding internationally, as some cultures perceive colors differently. This presentation explores how color in branding affects the Middle East, Asia, and the general American cultures.
As I conduct this research, I plan to use three tactics to gather the data needed to answer the questions of color theory in brands. A questionnaire will investigate emotional appeal to specific colors and ask questions relating to color culture. Self-ethnography will be used to study the visual language from different cultures in brands and how I react to the color schemes. Color psychology will study the true meanings behind colors in different cultures and how that can affect brands.
I hope to showcase, through this data, how emotional responses to color can change depending on your culture and how this can either harm or benefit brands. My presentation showcases the interplay between color, culture, and branding, emphasizing the significant influences of color on consumer purchasing behaviors and emotional responses. The data presented can influence marketers and designers’ decisions among the use of color for multinational companies.