Colors and Brand Personality: Shades of Blue for Competent Cosmetic Brands
European Working Group 'Multiple Criteria Decision Aiding' Series 3, nº36, Fall 2017
4 Pages Posted: 6 Dec 2017
Date Written: 2017
This study attempts to gain a deeper understanding of the complex relationship between the brand color and brand personality perception by the customers. Combining data from a survey with accurate measurement of brand colors, a disaggregation analysis has been employed to identify how each component of brand color (hue, saturation, and brightness) can form customers’ perception of a brand personality, also to discover the relative contribution of each component in such perception.
Keywords: Branding, Colour, Decision Analysis, Perception
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