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Exciting red and competent blue: The importance of color in marketing
Abstract
From beverages to consumer electronics, marketers are using color in innovative ways. Despite this, little academic research
has investigated the role that color plays in marketing. This paper examines how color affects consumer perceptions through
a series of four studies. The authors provide a framework and empirical evidence that draws on research in aesthetics, color
psychology, and associative learning to map hues onto brand personality dimensions (Study 1), as well as examine the roles
of saturation and value for amplifying brand personality traits (Study 2). The authors also demonstrate how marketers can
strategically use color to alter brand personality and purchase intent (Study 3), and how color influences the likability
and familiarity of a brand (Study 4). The results underscore the importance of recognizing the impact of color in forming
consumer brand perceptions.
... Colors and symbols in educational advertising serve not merely decorative functions; they enhance memorability, influence emotions, and strengthen behavioral intention (Labrecque & Milne, 2012). From a neuromarketing perspective, the unconscious nature of such influence raises critical ethical concerns about the responsible use of cognitive science in educational messaging (Pop & Iorga, 2012). ...
... Research consistently demonstrates that colors directly influence emotions, physiological responses, and memory retention (Ko et al., 2024;Labrecque & Milne, 2012). For instance, blue evokes a sense of trust and calm, while red elicits tension or unease. ...
... These findings are consistent with previous research on color perception in educational advertising (Labrecque & Milne, 2012), indicating that colors capture attention and influence content retention and attitudes toward the message. Archetypal symbolism (Jung, 1964) may function as an emotional carrier of meaning, activating deeply rooted cultural patterns, as confirmed in our study by the impactful presence of images such as the Wolf or the Buddhist Healer. ...
This study investigates how archetypal symbolism and color schemes used in online educational advertising affect perceptions of training usefulness and the ethical acceptability of neuromarketing among IT professionals. Drawing on theoretical foundations from Jungian archetypes, visual perception psychology, and consumer neuroscience, the research employs a diagnostic survey method with a custom-designed questionnaire. The sample comprises 208 respondents working in digital environments such as IT, e-learning, and graphic design. Statistical analyses, including ANOVA and Pearson correlations, reveal that while saturated colors (red, blue) evoke stronger
emotions, their effectiveness depends heavily on symbolic congruence and emotional tone. Archetypal images enhance perceived value only when aligned with the developmental aspirations of participants. Moreover, a higher level of neuromarketing awareness correlates with increased ethical scrutiny and motivation for personal development. The study confirms that the perceived usefulness
of training is positively linked to the acceptance of symbolic- visual communication, provided it respects the aesthetic and
value expectations of the audience. The findings highlight the need for ethically aware, visually intelligent design in digital education campaigns. Implications are discussed for online course designers, educational marketers, and scholars interested in the intersection of pedagogy, technology, and unconscious influence.
... As a branding strategy, color can be a useful tool in attracting consumers and shaping their perceptions and associations. For example, Labrecque and Milne (2012) found that consumer perceived red as exciting and blue as competent. Also, consumers perceived higher saturation as more exciting and rugged, and lighter colors as more sincere and sophisticated. ...
... It also helps to convey a brand's desired image (Bottomley and Doyle 2006). As mentioned earlier, Labrecque and Milne (2012) discovered that participants perceived brands as more sincere when their logo colors were white and yellow, more exciting with red logos, more competent with blue logos, more sophisticated with black, purple, and pink logos, and more rugged with brown logos. They also found that saturation and value influence consumers' brand personality perceptions. ...
... While much of the existing research on logo brand colors has primarily focused on hue, there remains a significant research gap regarding the influence of color lightness. Despite the emphasis on hue, color lightness plays an equally important role in shaping consumer perceptions (Labrecque and Milne 2012). Understanding how variations in color lightness can affect consumers' perceptions of brand identity is crucial. ...
Consumers infer an organization's identity from visual cues to form judgments about its purpose. This study shows that logo color lightness serves as a signal of organizational orientation: consumers perceive lighter‐colored logos as representing nonprofits, and darker‐colored logos as representing for‐profits. Further, consumers are less willing to donate when lighter‐colored logos are paired with luxury positioning, due to visual‐conceptual incongruence. This study highlights the importance of subtle design elements such as logo color lightness in shaping consumer inferences about organizational identity and willingness to donate.
... Using watches as a case study, this research will explore the emotional responses elicited by various design features, such as shape, color, and material. To systematically analyze these effects, the study will employ ERP measurements to objectively assess the emotional reactions of consumers to these design elements [38]. Based on the theoretical framework and preliminary findings, this study hypothesizes that unfavorable watch design features will elicit stronger neural responses (e.g., increased LPC amplitudes), reflecting heightened emotional and cognitive processing, which may in turn influence consumers' purchase intention. ...
... Color is a core element in design and has a particularly significant impact on emotions. Previous studies [38] suggest that color can strongly influence consumers' emotional responses. This study found that both background color (black and white) and Watch color configuration (black-white) were significantly associated with increased LPC amplitudes, indicating stronger emotional arousal and cognitive effort [22,25]. ...
... In contrast, watches with colored faces or backgrounds with color tended to elicit lower LPC amplitudes, indicating a lower emotional burden [38]. Therefore, incorporating color into watch design may help reduce emotional discomfort and enhance both product appeal and consumers' purchase intention. ...
This study examines how emotional valence (positive and negative) impacts consumer purchasing decisions through wristwatch design, using visual geometric elements. By employing ERPs (Event-Related Potentials) neurophysiological measurements, the study objectively evaluates consumer emotional responses to design elements. Results show that negative emotional elements, such as sharp shapes, elicit higher LPC (Late Positive Complex) amplitudes, indicating stronger emotional reactions than positive elements. Positive design elements, like soft shapes and harmonious colors, significantly enhance consumer purchase intentions. However, negative emotions, such as those triggered by harsh materials or strong color contrasts, are more memorable and can reduce consumer interest in the brand over time. Designers are advised to prioritize shapes and materials that evoke positive emotions while being cautious with negative design elements, which may provoke stronger but adverse reactions. The study suggests strategies for optimizing emotional design, emphasizing emotional memory management and long-term brand perception to boost consumer loyalty and product desirability.
... Color represents one of the most immediately perceptible aspects of product design and has been shown to significantly impact consumer perception and behavior. Empirical studies have demonstrated that color influences product evaluation (Labrecque & Milne, 2012), brand recognition (Bottomley & Doyle, 2006), and emotional response (Elliot & Maier, 2014). Lee et al. (2018) found that color harmony and appropriateness significantly affected consumers' aesthetic judgments and purchase intentions for various product categories. ...
... Product Color Perception: Measured using a 4-item scale adapted from Labrecque and Milne (2012), assessing perceived attractiveness, appropriateness, appeal, and quality communication of the product color (α = .89). ...
... Second, the regression results confirm the direct positive effects of both product color perception and packaging evaluation on purchase intention, supporting H1 and H2. This is consistent with prior studies demonstrating the influence of color (Labrecque & Milne, 2012) and packaging (Silayoi & Speece, 2007) on consumer responses. Notably, packaging evaluation showed a slightly stronger effect than color perception, suggesting that functional design aspects may carry more weight than purely aesthetic elements in influencing purchase decisions. ...
This study investigates the relationship between product design elements (color and packaging) and consumer purchase intention, with perceived usability serving as a mediating variable. Data were collected from 287 participants through a structured survey and analyzed using SPSS software, with both chi-square and regression analyses employed to test the hypothesized relationships. Results indicate that both product color and packaging significantly influence purchase intention, with perceived usability partially mediating these relationships. Specifically, more aesthetically pleasing colors and user-friendly packaging positively impact perceived usability, which in turn enhances purchase intention. These findings contribute to the understanding of consumer behavior in product design contexts and provide practical implications for product developers and marketers seeking to optimize design elements to enhance consumer response.
... Litir hafa mikilvaegu hlutverki að gegna í markaðsstarfi. Þá er haegt að nýta til að ná athygli neytenda (Karthikeyan og Reeja, 2018) en að auki geta réttu litirnir skapað hugrenningartengsl sem tengjast þeim eiginleikum sem vörumerki vilja standa fyrir (Hynes, 2009;Kumar, 2017;Labrecque og Milne, 2012;Madden o.fl., 2000;Schmidt, 2000;Shi, 2013) og aukið líkur á viðskiptum (Babin o.fl., 2003;Bellizzi og Hite, 1992;Grossman og Wisenblit, 1999;Meyers-Levy og Peracchio, 1995;Rathee og Rajain, 2019;Shi, 2013;Sliburyte og Skeryte, 2014). Neytendur gera sér þó ekki endilega grein fyrir, með meðvituðum haetti, hvaða skilboð er verið að senda með tilteknum lit eða hvaða áhrif litir hafa á hegðun, heldur hafa litir áhrif á undirmeðvitundina (Elliot o.fl., 2007;Mehta og Zhu, 2009) Fjölmargar rannsóknir innan atferlisvísinda hafa sýnt að tilteknir litir dragi fram tiltekna skynjun. ...
... Rauður er t.d. talinn líklegur til að draga fram skynjun um kraft og ástríðu (Labrecque og Milne, 2012;Madden o.fl., 2000), en svartur er talinn draga fram skynjun um fágun og glaesileika (Cerrato, 2012;Sliburyte og Skeryte, 2014). Appelsínugulur er talinn draga fram skynjun um aevintýri og gleði (Cerrato, 2012) en blár talinn ýta undir skynjun um áreiðanleika, traust og trúverðugleika (Broeder og Snijder, 2019;Cyr o.fl., 2010;Kim og Moon, 1998;Lee og Rao, 2010;Schmidt, 2000). ...
... Bleikur er t.d. oft tengdur vináttu, rómantík og kvenleika (Cerrato, 2012) en rauður kallar fram skynjun um ástríðu og spennu (Labrecque og Milne, 2012;Madden o.fl., 2000). Rauður er þó ekki aðeins litur ástarinnar heldur táknar hann jafnframt áhaettu og hraða. ...
Einkennisliti vörumerkja er hægt að nýta til að skapa tiltekin hugrenningartengsl hjá neytendum og kalla fram tiltekna hegðun. Flestar rannsóknir á litum hafa snúið að áhrifum ólíkra lita, en minna hefur farið fyrir rannsóknum á ólíkum útfærslum af sama grunnlit. Rannsókninni var ætlað að draga úr skorti á slíkum rannsóknum. Í ljósi þess að fyrri rannsóknir hafa sýnt nokkuð samræmdar niðurstöður þess efnis að blár dragi fram skynjun um trúverðugleika voru áhrif ólíkra útfærslna af bláum lit könnuð. Markmiðið var annars vegar að mæla hvort birtustig og litastyrkur hafi áhrif á skynjun neytenda á trúverðugleika fyrirtækis sem nýtir bláan sem einkennislit og hins vegar hvort birtustig og litastyrkur hafi áhrif á áform neytenda um að stunda viðskipti við fyrirtækið. Notast var við tilraunasnið með millihópasniði þar sem þátttakendur (n=528) fengu, með handahófskenndum hætti, eitt af fimm áreitum. Áreitin voru mynd frá skrifstofu fyrirtækis, þar sem blár veggur með myndmerki var áberandi. Það sem aðgreindi áreitin var litaafbrigði bláa litarins á veggnum sem fólst í mismunandi samspili birtustigs og litastyrks. Í kjölfar áreitisins birtust þátttakendum spurningar sem snéru annars vegar að trúverðugleika fyrirtækisins, þar sem þrjár víddir trúverðugleika voru mældar með samtals fimmtán atriðum og hins vegar spurningu sem snéri að áformum um viðskipti. Niðurstöðurnar sýndu að trúverðugleiki var skynjaður meiri þegar birtustig var lágt heldur en þegar það var hátt og átti það við bæði þegar litastyrkur var hár og þegar hann var lágur. Sú útfærsla af bláum sem reyndist líklegust til að ýta undir viðskipti var með lágu birtustigi og lágum litastyrk. Út frá niðurstöðunum má því draga þá ályktun að ekki sé nóg að huga að þeim grunnlit sem á að nota sem einkennislit vörumerkis, heldur þurfi að huga að því að rétt útfærsla af litnum, með tilliti til birtustigs og litastyrks, verði fyrir valinu. Slíkt er bæði líklegt til að styðja við þá ímynd sem ætlunin er að ná fram en jafnframt getur það haft bein fjárhagsleg áhrif á fyrirtæki þar sem rétt val á útfærslu getur aukið líkur á viðskiptum.
... Excellent web design can enhance visual appeal and improve user experience through rational layout and aesthetic design [12]. For instance, the choice of background color can influence users' emotional responses [13]. The quality and relevance of images can enhance information transmission effectiveness, animations can improve users' interactive experiences, and the use of human images can strengthen consumers' trust [14,15]. ...
... This limitation underscores the urgent need to understand how visual marketing elements can bridge this experience gap and reduce purchase uncertainty. Although the importance of visual elements is acknowledged [7,9,13], current research has not adequately addressed how specific visual marketing components contribute to overcoming the fundamental challenges of online shopping. Previous studies have mainly focused on broad website design principles rather than exploring the precise mechanisms by which visual elements can compensate for the lack of physical interaction. ...
... This study analyzed visual marketing from four aspects: background, product images, human images, and videos. Based on a systematic review of the existing literature (e.g., [13,16,[22][23][24]), we identified that images, colors, human portraits, and videos may have direct and significant impacts on consumer attention, emotional experience, and information communication in e-commerce web page design. These four dimensions theoretically constitute the core elements of visual marketing, and their importance has been repeatedly validated through empirical research. ...
With the rapid expansion of online shopping, website design has become a critical factor influencing user experience and consumer satisfaction. This study examines the relationship between visual marketing elements embedded in e-commerce web page design and consumer satisfaction by analyzing 1500 product pages across five major categories (furniture, small items, food, home appliances, and clothing) on the Japanese platform Rakuten. The analysis reveals that in the furniture category, a higher proportion of images featuring visible faces and video explanations demonstrated positive correlations with consumer satisfaction. For food products, text color diversity demonstrated positive correlations with consumer satisfaction. In the home appliance category, text color and video explanations showed positive correlations with satisfaction, while the number of human images and video music showed negative correlations. For accessory products, images positioned at the website periphery, the number of human images, and video music showed negative correlations with consumer satisfaction. In the apparel category, text color and the number of human images demonstrated negative correlations with consumer satisfaction. However, in the analysis of the entire sample, no significant correlations were observed between visual marketing elements and consumer satisfaction. These findings suggest that visual marketing strategies should be tailored to specific product categories, which may contribute to improving consumer satisfaction with e-commerce platforms.
... competent) brand personality if the brand logo is red (vs. blue), as human samples showed (Labrecque & Milne, 2012)? Or, in terms of multisensory (in-)congruence, would LLMs mimic humans' tendency to assess servicescapes more favorably if the sensory stimuli (e.g. ...
... As it is still unclear whether LLMs, like GPT-4o, could mimic the sensory stimuli's effects on consumer behavior reliably, our study sets out to shed light on these and similar questions. Specifically, we explore GPT-4o's ability to grasp color associations (Exploration 1), crossmodal correspondences (Exploration 2), and multisensory congruence effects (Exploration 3) that are well-established phenomena in sensory consumer research (Krishna, 2012;Labrecque & Milne, 2012;Spence, 2011) and service research (Mari & Poggesi, 2013). We do so by confronting GPT-4o with different sensory stimuli or scenarios, and testing whether its outputs align with color psychology's predictions (Wright, 1995), crossmodal correspondences (Spence, 2011), gestalt psychology (Koffka, 1935), and related fields. ...
... Walters et al., 1982;Wexner, 1954;Wright, 1995), and have also been replicated in different marketing contexts (e.g. Labrecque & Milne, 2012). Such color associations are important for brand managers, as they serve as a basis for establishing visual brand identities (Jin et al., 2019). ...
Researchers have started using large language models (LLMs), such as OpenAI's GPT, to generate synthetic datasets designed to mimic human response behavior. Several studies have systematically compared LLM-generated data with human samples in order to explore LLMs’ ability to mimic consumer decision-making. Extending prior findings, our research sets out to explore how GPT-4o responds to sensory information, and to evaluate its ability to grasp crossmodal correspondences as well as multisensory congruence—as commonly encountered in service settings. Our results indicate that while GPT-4o identifies and describes sensory stimuli accurately, it often fails to replicate the associative meanings and interpretations that humans derive from these stimuli, especially in stand-alone assessments. Our research therefore underscores the need for further exploration of the conditions under which LLMs reliably mirror human responses to sensory stimuli, and the implications of using LLMs in research on sensory-rich service settings.
... Early adults (21)(22)(23)(24)(25) get established in most areas, leading to the development of brand preferences. Those in early middle adulthood (26)(27)(28)(29)(30) undergo career advancements and financial independence, which shape brand associations. Middle adulthood (31-35) reflects stable careers and economic security, offering insights into brand perceptions during this phase. ...
... This phenomenon can be attributed to psychological, cultural, and marketing principles. First, red is mostly connected to excitement, passion, or stimulation, which makes it very effective for those brands looking to create arousal or some sense of urgency/action in their customers (Labrecque & Milne, 2012). Blue is commonly associated with trust, reliability, and professionalism, which are the reasons why companies in financial services, healthcare, and technology industries have mostly preferred using the color blue (Labrecque & Milne, 2012). ...
... First, red is mostly connected to excitement, passion, or stimulation, which makes it very effective for those brands looking to create arousal or some sense of urgency/action in their customers (Labrecque & Milne, 2012). Blue is commonly associated with trust, reliability, and professionalism, which are the reasons why companies in financial services, healthcare, and technology industries have mostly preferred using the color blue (Labrecque & Milne, 2012). Furthermore, green is closely related to nature, growth, and freshness; hence, brands that focus on sustainability, health, and wellness find it appealing (Labrecque & Milne, 2012). ...
A psychophysical experiment was conducted to assess colors and brand recognition and to understand the relationship between participants' economic status, age, and gender on Brand Recognition. To accomplish the aims of the present work, Participants were presented with a series of colors and a selection of brand products, and they were asked to associate each color with the brand product they find most fitting. Moreover, the study investigated the role of demographic factors—age, gender, and socioeconomic status—as perceptual lenses through which individuals interpret and recognize brands. Do these factors influence the relationship between color and brand perception? To address these questions, an empirical experiment is conducted. This multidimensional exploration of color and branding, in conjunction with demographic influences, contributes nuanced insights into consumer behavior. It not only deepens our understanding of how branding shapes the consumer's mind but also provides actionable strategies for businesses seeking to tailor their branding approaches to diverse audiences. The results of this study illuminate the dynamic interplay of color, age, gender, and socioeconomic status in the realm of brand perception, offering valuable implications for marketers and brand strategists in an ever-evolving market landscape. In today's competitive market, branding strategies are pivotal in shaping consumers' perceptions and choices.
... According to Singh (2006), up to 90% of consumers determine their attitude toward products or brands based on color alone. Colors evoke specific emotions, perceptions and evaluation of brands (Labrecque & Milne, 2012). Labrecque and Milne (2012) manipulated the saturation and value of blue (cool) and red (warm) hues to evaluate their effects on the perceived excitement and competence of a fictitious brand and found that bright red colors were perceived as more exciting, while muted blue colors were perceived as more competent. ...
... Colors evoke specific emotions, perceptions and evaluation of brands (Labrecque & Milne, 2012). Labrecque and Milne (2012) manipulated the saturation and value of blue (cool) and red (warm) hues to evaluate their effects on the perceived excitement and competence of a fictitious brand and found that bright red colors were perceived as more exciting, while muted blue colors were perceived as more competent. Thus, it is important that the mascot's color scheme and clothing they wear align with the emotions the teams aim to evoke in their targeted fans. ...
... A szín létfontosságú eszköz a marketingesek számára, mely mindenre hatással van, a márka személyiségének megítélésétől a kedveltségig (Labrecque & Milne 2012). A kutatások a színt a fogyasztói figyelemmel (Mehta & Zhu 2009), a minőségről alkotott attitűddel és percepciókkal (Lohse & Rosen 2001), valamint a vásárlási szándékkal (Labrecque & Milne 2012) is összefüggésbe hozták. ...
... A szín létfontosságú eszköz a marketingesek számára, mely mindenre hatással van, a márka személyiségének megítélésétől a kedveltségig (Labrecque & Milne 2012). A kutatások a színt a fogyasztói figyelemmel (Mehta & Zhu 2009), a minőségről alkotott attitűddel és percepciókkal (Lohse & Rosen 2001), valamint a vásárlási szándékkal (Labrecque & Milne 2012) is összefüggésbe hozták. A színekkel kapcsolatos marketing szakirodalom átfogó áttekintését lásd: Labrecque et al. (2013). ...
A TANULMÁNY CÉLJAI A tanulmányban a színek vizuális kommunikációban betöltött szerepéről szerzett ismereteket összekapcsoljuk a TikTok közösségi média platform sajátosságaival, alapvetően az alábbi két kérdése keresve a választ: Befolyásolják-e a globális színpreferenciák a TikTok tartalmak interakcióit és elérési mutatóit? Befolyásolja-e a TikTok tartalmak interakcióit és elérési számait a kommunikációs szempontból bizonyítottan legrelevánsabb, a marketingszakemberek által is következetesen használt színek alkalmazása? A vizsgálat relevanciáját a kutatás eredményeinek hasznosíthatósága mutatja a közösségi média marketinggel, azon belül is a TikTokon történő promócióval foglalkozó szakemberek számára, hogy tudatosabban tudják kialakítani a videós tartalmak vizuális attribútumait a nagyobb elérési számok, illetve az azok alapjait jelentő magas interakciós mutatók érdekében. ALKALMAZOTT MÓDSZERTAN Kutatási módszerként a kísérletet választottuk. A vizsgálat során hat új profilt hoztunk létre a TikTok platformra, melyekre ugyanazokkal a technikai és tartalmi paraméterekkel töltöttünk fel hat ugyanolyan videót. A videók közötti egyetlen különbség a domináns szín volt, illetőleg a színkomplexitás vagy a színek hiánya. Ezután meghatározott időközönként figyeltük és jegyeztük fel az elérési számokat a legrelevánsabb interakciós mutatókat. A kapott adatokat statisztikai módszerekkel, így lineáris regressziós számítással is kielemeztük. LEGFONTOSABB EREDMÉNYEK Amennyiben a globális színpreferenciákat vesszük alapul, megállapítható, hogy a tanulmányban ismertetett szakirodalmak szerint világszinten erőteljesen preferált kék és a piros szín használata nem hozott magasabb elérési és interakciós mutatószámokat, sőt, a piros színvilággal rendelkező videó még a globálisan legkevésbé kedvelt, barna színnel domináló videót is alulmúlta. A zöld videó ugyanakkor jól teljesített, de a másik két említett videó gyenge számai miatt a színpreferenciákkal való összefüggés nem igazolható. Ugyanez a megállapítás igaz akkor, ha a tanulmányban szintén bemutatott, vonatkozó marketingszakmai irodalmak által javasolt, kommunikációs szempontból preferált színekkel, illetve a színkomplexitással való összefüggést vizsgáljuk. A piros és a kék színdominanciával rendelkező tartalmak alulteljesítettek, a színkomplex videó pedig ugyan jó eredményeket ért el, ugyanakkor, ha nem is sokkal, de felülmúlta a fekete-fehér videó, ami a legjobb elérési eredményeket produkálta a hat tesztvideó közül. GYAKORLATI JAVASLATOK A kutatás eredményeit és következtetéseit érdemes figyelembe vennie és alkalmaznia azoknak a kommunikációs- és marketingszakembereknek, akik a TikTok platformra szeretnének sikeres, jól teljesítő tartalmakat készíteni. Köszönetnyilvánítás: Jelen publikáció a TKP2021-NVA-13 azonosítószámú projekt keretében az Innovációs és Technológiai Minisztérium (jogutód: Kulturális és Innovációs Minisztérium) Nemzeti Kutatási Fejlesztési és Innovációs Alapból nyújtott támogatásával, a TKP021-NVA pályázati program finanszírozásában valósult meg.
... Color plays a subtle but central role in consumers' attitudes and behavior (Labrecque & Milne, 2012;White et al., 2021). Hue, a property of color, is defined by the wavelength of light within the visible spectrum (Y.-C. ...
... Zhang et al., 2020), most of these studies primarily focus on explicit cues that are readily noticeable and identifiable, such as product descriptions. Few studies have explored the alignment of implicit cues, such as color hue, which can subconsciously impact consumers through visual metaphor (Labrecque & Milne, 2012). Our work, therefore, broadens the application of this theory. ...
Destination marketing organizations often invite influencers to promote destinations, yet research on improving influencer endorsement efficacy through matching the influencer type and information content remains limited. This study explores how the match between influencer type and information format influences destination visit intention, with perceived expertise and intimacy as mediators and color hue as a moderator. Four scenario-based experiments revealed that consumers were more willing to visit a destination promoted by informer influencers using list-based information due to greater perceived expertise; by contrast, consumers preferred a destination promoted by entertainer influencers using narrative-based information due to higher perceived intimacy. Additionally, color hue moderated these effects: warm hues amplified positive responses to narratives by entertainer influencers, whereas cool hues enhanced responses to lists by informer influencers. These findings contribute to the tourism literature on influencer marketing and provide valuable insights into tailoring influencer marketing strategies to maximize their effectiveness.
... Penelitian menunjukkan bahwa pelatihan dan pendampingan bagi pelaku UMKM dalam desain kemasan dapat meningkatkan kualitas dan daya tarik produk, yang pada akhirnya berdampak pada peningkatan penjualan. Penggunaan warna, tipografi, dan ilustrasi yang menarik dalam desain kemasan memiliki dampak yang signifikan dalam meningkatkan persepsi kualitas dan keinginan membeli (Labrecque & Milne, 2012;Su & Wang, 2024). Oleh karena itu, pelatihan bagi pelaku UMKM di Gunungsitoli mengenai teknik desain kemasan yang efektif dapat menjadi langkah strategis dalam memperkuat daya saing Dodol Durian Nias. ...
Inovasi desain kemasan memainkan peran penting dalam meningkatkan daya tarik dan daya saing produk, terutama dalam industri makanan tradisional. Penelitian ini bertujuan untuk mengeksplorasi strategi inovasi desain kemasan Dodol Durian Nias di UD Tanda Setia Gunungsitoli guna meningkatkan daya tarik dan penjualan produk. Pendekatan kualitatif digunakan dalam penelitian ini dengan melibatkan wawancara mendalam dan observasi terhadap delapan informan, terdiri dari satu pelaku usaha dan tujuh konsumen yang dipilih secara purposive. Analisis data dilakukan menggunakan model interaktif Miles dan validitas data dijamin melalui triangulasi. Hasil penelitian menunjukkan bahwa kemasan saat ini masih dinilai sederhana, kurang menarik, dan minim informasi penting. Konsumen menginginkan inovasi dalam desain kemasan yang mencakup peningkatan estetika, fungsionalitas, serta pencantuman informasi produk yang lebih lengkap. Penggunaan unsur budaya lokal Nias dalam desain kemasan juga disambut baik oleh konsumen, asalkan tetap modern dan estetis. Strategi inovasi yang direkomendasikan meliputi perubahan bentuk kemasan menjadi lebih eksklusif, peningkatan kualitas bahan, serta pemanfaatan pemasaran digital. Penelitian ini memberikan wawasan bagi pelaku usaha dalam mengembangkan strategi kemasan yang efektif guna meningkatkan daya saing produk di pasar.
... Esta herramienta es muy valiosa y de gran utilidad en el marketing, ya que cada color es capaz de evocar una emoción distinta en los consumidores (Berumen & Arriaza Ibarra, 2019;Berumen, 2019). Diferentes estudios han demostrado que el color no solo mejora la imagen visual de una marca, sino que también puede aumentar la intención de compra y la percepción de calidad aumentada de un producto (Labrecque & Milne, 2012). La mejor forma de captar la atención de los consumidores es a través de los sentidos, en especial de la vista, ya que, como consumidores, nos sentimos atraídos por aquello que nos entra por los ojos y consigue llamar nuestra atención. ...
Este Trabajo de Fin de Grado se divide en una parte teórica y otra práctica. En primer
lugar, en la parte teórica se aborda la importancia de la psicología del color y el diseño de logos
para las marcas a la hora de construir su estrategia visual de marketing. Se investigan y analizan
los fundamentos teóricos que explican el significado de los colores y las diferentes emociones
que evocan en el consumidor. Además, se estudia el impacto que tienen tanto los colores como
los diferentes tipos de logos en la percepción y el comportamiento del consumidor hacia una
marca en concreto.
En segundo lugar, en la parte práctica y creativa del trabajo se aplica la información
recopilada sobre los colores y los logos mediante el desarrollo de los logos de tres marcas
ficticias: una marca de cosmética natural (Alma), una marca de tirolinas 3D (Zun Zun), y una
marca de restaurante (El Trono del Waffle). La identidad visual de cada marca se construye
teniendo en cuenta aspectos como el significado de los colores y las emociones que despiertan,
y los tipos de logos y sus elementos clave.
El resultado de este trabajo demuestra que, al aplicar los colores de forma correcta en
un logo, se consiguen trasmitir los valores de la empresa, y potenciar el conocimiento y
recuerdo de la marca en la mente del consumidor.
... Packaging color is not only an important medium for conveying information, but also an indispensable marketing tool for companies, allowing them to quickly and intuitively communicate product information to consumers and showcase the product's image positioning [4]. Take the visual communication design of Coca-Cola as an example, its brand signature red colour has been deeply rooted in people's mind for a long time. ...
... With the growth of e-commerce and social media, a brand's online presence is now crucial. When consumers engage with brands through online platforms, visuals become the primary medium of interaction, significantly influencing their purchase decisions and brand experience [75]. For example, Sinha and Fukey [76] found that beautiful visual design in e-commerce platforms enhances consumers' browsing experience and significantly increases their purchase intention and brand loyalty. ...
This study investigated the impact of Octomodal Mental Imagery (OMI) on brand experience and authenticity in advocating sustainable development and responding to the lack of brand experience and customers’ growing demand for authentic brands. The research employed online questionnaire surveys and data collection via Sojump, resulting in 428 valid responses. The collected data were subjected to quantitative analysis, and the study’s hypotheses were tested using structural equation modeling. The results showed that all the sensory attributes of OMI (visual, auditory, tactile, gustatory, olfactory) positively influenced customers’ brand experience. All the structural attributes of OMI (autonomy, spatial, kinesthetic) positively influenced customers’ brand experience. This study also found that customers’ brand experience positively influenced brand authenticity, while social presence positively moderated the relationship. This study provides branding managers and scholars with a new reference point and scientific data support for companies to implement brand strategies and marketing models, which will help brands to maintain sustainable development in a competitive business environment.
... Desain layout menyajikan nuansa biru dengan komposisi foto produk & model figure olahragawan yang besar, dan tipografi yang mudah dibaca. Strategi visual ini sejalan dengan penelitian [28] yang menyatakan bahwa pemilihan warna dan elemen desain yang tepat dapat meningkatkan daya tarik visual dan efektivitas pesan dalam pemasaran. Chandra, 2025) Standing banner berfungsi sebagai media promosi yang digunakan dalam berbagai acara atau pameran. ...
Air minum dalam kemasan (AMDK) merupakan kebutuhan pokok yang banyak dikonsumsi oleh masyarakat modern. Alkakua merupakan produk AMDK dengan teknologi nano hexagonal yang bertujuan meningkatkan kesehatan tubuh. Namun, merek ini mengalami kendala dalam menyampaikan edukasi dan meningkatkan kesadaran masyarakat terhadap produknya. Penelitian ini bertujuan untuk merancang strategi visual media promosi bagi Alkakua guna meningkatkan awareness di kalangan anak muda usia 20-26 tahun. Metode penelitian yang digunakan adalah penelitian kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, observasi, dan studi pustaka. Hasil penelitian menunjukkan bahwa strategi promosi yang efektif bagi Alkakua melibatkan desain media cetak seperti poster, banner, display rak, dan merchandise dengan pendekatan visual yang menarik dan komunikatif. Perancangan visual yang sesuai dengan identitas merek dan psikologi warna berperan penting dalam menarik perhatian target audiens.
... When brands have a particular color, it helps us recognize the brand and further establishes a visual identity which communicates a certain image, producing a distinctive personality for the brand. Red associates a brand with excitement, white with sincerity, and blue with competence (Labrecque and Milne 2012). Decisions to purchase a product are not only based on price and quality but also on color. ...
This book explores the profound, yet often overlooked, role of color in healthcare and bioethics, arguing that color is far more than a visual or aesthetic element—it actively shapes human experience, perception, and ethical reasoning.
Traditionally regarded as secondary to objective medical observations or rational ethical debates, color has been marginalized in these fields, considered subjective and inconsequential. However, this book reveals that color is critical in diagnostic and therapeutic practices and that it subconsciously influences moral interpretations in bioethics. Through examples like the ‘blue hour’—a time of day associated with melancholy and creativity—readers are invited to consider color not just as a physical phenomenon explained by wavelengths and visual physiology, but as a medium rich with emotional and metaphorical meaning. From ‘feeling blue’ to seeing the world in ‘black and white’, color conveys complex messages that inform our perceptions of health, morality, and identity.
By bridging the gap between science, emotion, and ethics, this book illuminates how colors impact our worldviews, urging readers to consider the subtle yet significant ways that color influences our understanding of ourselves and the world around us.
... Dalam konteks desain kemasan, warna tidak hanya berfungsi sebagai elemen estetika tetapi juga sebagai alat komunikasi yang dapat mengasosiasikan produk dengan nilai-nilai tertentu. Menurut teori warna yang dikembangkan oleh Goethe dan Itten, setiap warna memiliki asosiasi psikologis dan makna simbolis yang dapat memengaruhi persepsi konsumen dan keputusan pembelian (Labrecque & Milne, 2012). ...
Penelitian ini bertujuan untuk merancang desain kemasan produk baru PT Beema Boga Arta, khususnya Beema’s Junior Honey, guna memenuhi kebutuhan pemasaran lokal dan ekspor. Kemasan yang dirancang tidak hanya mempertimbangkan aspek estetika tetapi juga fungsionalitas, keberlanjutan, serta kepatuhan terhadap regulasi yang berlaku. Metode pengumpulan data dalam penelitian ini mencakup wawancara dengan pemangku kepentingan perusahaan, observasi langsung terhadap produk sejenis di pasar, serta analisis dokumen, termasuk profil perusahaan, data produk, dan peraturan terkait kemasan pangan. Data yang diperoleh dianalisis untuk memahami kebutuhan pasar dan preferensi konsumen. Proses perancangan mengadopsi metode Design Thinking, yang terdiri atas lima tahapan utama: Empathize, Define, Ideate, Prototype, dan Test. Tahapan ini memungkinkan pengembangan desain kemasan yang berorientasi pada pengguna, inovatif, dan adaptif terhadap dinamika pasar. Hasil penelitian menghasilkan desain kemasan Beema’s Junior Honey yang mencakup kemasan primer, sekunder, dan tersier dengan pendekatan yang ramah lingkungan dan ergonomis. Desain ini diharapkan mampu meningkatkan daya tarik produk serta memperkuat strategi pemasaran PT Beema Boga Arta di pasar domestik maupun internasional. Dengan demikian, penelitian ini memberikan kontribusi nyata dalam pengembangan desain kemasan yang strategis dan berdaya saing.
... The color red is known to be psychologically appetizing, and this also applies to mukbang content. Visually appealing food | 81 displays increase perceptions of quality and positive emotions, thus forming a positive attitude towards the content (Labrecque & Milne, 2012). ...
Purpose – This study aims to examine how the motivation to watch mukbang influences attitudes towards watching content and para-social relationships, which ultimately result in the intention to watch content and purchase intention using the stimulus-organism-response (S-O-R) framework.Design/methodology/approach – Using a quantitative approach, this study was conducted on 400 respondents of generation Z and millennials selected using the purposive sampling method. The data obtained were processed using structural equation modeling with SmartPLS 3.0 software.Findings – The findings of this study indicate that visual appeal, auditory elements, and content variety can influence attitude toward mukbang content, while frequency of interaction, content relatability, and engagement level influence parasocial relationships. Furthermore, attitude toward mukbang content and parasocial relationships can lead to intention to watch mukbang, which also influences purchase intention.Research limitations/implications – This study only used samples from generation Z and millennials in Indonesia, which may not be fully representative of the wider population. Future studies could explore different demographic groups or add other variables such as emotional motivation.Practical implications – The results of this study provide insights for content creators and marketers to pay more attention to visual, auditory, and content variation elements in mukbang to increase audience engagement. Strengthening parasocial relationships can also be used as a marketing strategy to increase purchase intentions.Originality/value – This study highlights the influence of viewing motivation on attitudes and parasocial relationships in the context of mukbang, which is still rarely explored in the literature. This study contributes to the understanding of digital consumer behavior, especially among generation Z and millennials.
... These emotional reactions are not just shaped by culture but also by human evolution, where some hues have historically suggested danger or safety (Kaya & Epps, 2004) [4] . Labrecque and Milne's (2012) [5] additional studies show that color usage context is quite important. Red, for example, might be connected based on its use with excitement and passion or with danger and mistakes. ...
... By examining specific visual elements, we found that the colour element showed a partial mediation effect (indirect effect = 0.134, 95% CI [0.067, 0.253]), i.e., hypothesis H2a holds, supporting the research on how package colours can influence consumer decision-making through various pathways (Kauppinen-Räisänen, 2014;Labrecque & Milne, 2012;Wei et al., 2014;J. Su & Wang, 2024). ...
While packaging design plays a vital role in experience-oriented markets, how multiple visual elements influence purchase intention through brand experience remains unclear. This study addresses this gap by employing innovative orthogonal experiments to examine the complex relationship between the visual elements of packaging design and purchase intention for low-involvement products, integrating both design and marketing perspectives. Through orthogonal experimental design, we developed 14 packaging prototypes as stimuli by systematically manipulating five visual elements (Colour, Graphics, Logo, Typography, and Layout). The framework and prototypes were validated through expert evaluation. Data were collected via a cross-sectional survey from 490 tea bag consumers and analysed using SPSS (version 29.0) for preliminary data processing and Mplus (version 8.3) for structural equation modelling. Our results reveal the direct effects of visual packaging elements on consumer purchase intention. Notably, Colour, Graphics, Logo, and Layout significantly influence purchase intention through brand experience mediation. Importantly, our multi-level analysis of visual elements unveils distinct patterns in how different design levels (e.g., colour harmony, graphic types) affect consumer responses. This study provides novel theoretical insights into how consumers make purchase decisions based on packaging design visual elements, addressing a significant gap in existing research. Unlike previous studies focusing on isolated design elements, our systematic classification and multi-level analysis offer both theoretical insights into packaging design mechanisms and practical guidelines for designers and practitioners.
... Color psychology and brand memorability may be at work in remembering and associating pink with Barbie. Previous studies proved the influence of color on perceptions, brand imagery, and the creation of meaningful relationships between consumers and brands (Cunningham, 2017;Labrecque & Milne, 2011). Brands tend to break through the saturated market by disrupting old patterns, creating comfort in this new space, leading consumers' imaginations, and allowing them to shift their perspectives toward the branding until they cement their trust and associations. ...
This study explores the emotional responses and perceptions of the target audience to Barbie's 360º marketing communications campaign. Barbie has been a cultural icon for decades, reflecting diversity and inclusivity. The omnichannel Barbie campaign, using artificial intelligence, has influenced Barbie's brand image, values, and identity perceptions. The campaign reached audiences through multiple touchpoints and channels, both online and offline. A qualitative approach was used, with a focus group developed to understand customer perceptions and reactions. The study highlights the success of engaging audiences outside its primary target audience and highlights the power of innovative marketing. It also identifies areas for improvement in future campaigns. Also, the study calls attention to the need for marketing that supports society's values and inclusion and promotes the applicability of an omnichannel marketing communications campaign using artificial intelligence to increase brand awareness and engage audiences in the new technological era. Keywords: Barbie movie; omnichannel marketing; 360º marketing communication; artificial intelligence
Packaging typefaces significantly influence consumer attitudes toward brands and products. However, the interaction effect between typeface and advertising appeal remains underexplored in green advertising. By conducting three experiments with different stimuli, this study examined how this interaction affects consumers' purchase intentions in green advertisements. Green advertisements using handwritten typefaces were more effective at increasing purchase intention, relative to machine‐written typefaces, when emphasizing other‐benefit appeals compared to self‐benefit appeals. This interaction effect was mediated by psychological closeness. Furthermore, the interaction effect between machine‐written typefaces and self‐benefit appeals was mediated by the product's perceived competence. For this green advertisement configuration, cool‐hued typefaces were found to be more effective at increasing consumers' purchase intentions than warm‐hued typefaces. These findings offer novel insights into the interactions between typeface, advertising appeal, and typeface hue, providing practical guidance for developing effective visual strategies in green marketing.
Nghiên cứu này đánh giá tác động của các kích thích giác quan tới chất lượng dịch vụ cảm nhận và sự hài lòng của phụ huynh tại các trường tiểu học ngoài công lập. Dựa trên phân tích dữ liệu được thu thập từ 318 phụ huynh thông qua bảng câu hỏi và sử dụng Cronbach’s Alpha, CFA và SEM được thực hiện để kiểm định các giả thuyết nghiên cứu. Kết quả cho thấy tất cả các kích thích giác quan, bao gồm Thị giác, Thính giác, Khứu giác, Xúc giác và Vị giác, đều có tác động tích cực đến chất lượng dịch vụ cảm nhận. Trong đó, Vị giác có mức tác động mạnh nhất (0,348), tiếp theo là Thị giác (0,312), Xúc giác (0,294), Khứu giác (0,256) và Thính giác (0,189). Chất lượng dịch vụ cảm nhận có tác động mạnh mẽ tới sự hài lòng của phụ huynh (0,821). Mô hình lý thuyết giải thích 74,3% chất lượng dịch vụ cảm nhận và 82,1% sự hài lòng, cho thấy các hoạt động marketing giác quan có ý nghĩa quan trọng giúp tăng cường sự hài lòng của phụ huynh học sinh tại các trường tiểu học ngoài công lập trên địa bàn Hà Nội; mở ra cơ hội ứng dụng marketing giác quan ở lĩnh vực giáo dục, đặc biệt là giáo dục ngoài công lập tại Việt Nam.
The aim of this study is to examine the sense of trust that the logos of applications operating in various subcategories in the field of health evoke in users. The study evaluated application logos in different categories such as health, nutrition, child health, fitness, medicines, first aid, chronic diseases, mental health, therapy, and sleep. This study is a cross-sectional survey study conducted using the quantitative research method. The aim of the study is to examine the effect of the logo designs of health applications on the perception of trustworthiness of users. Since it is known that the color in the logo directly affects user trust, all logos were converted to black and white in order to eliminate this effect. This study examined the effects of the logo designs of health applications on the perception of trustworthiness of users. Participants evaluated a total of 55 logos in 10 different categories using a Likert scale ranging from 1 to 9. The obtained data revealed that there were significant differences in terms of perception of trustworthiness among the subcategories of health applications. These differences show that the first impression and sense of trust created by logo designs on users vary according to the content and purpose of the application. ÖZ Bu çalışmanın amacı, sağlık alanında çeşitli alt kategorilerde faaliyet gösteren uygulamaların logolarının kullanıcılarda uyandırdığı güven duygusunu incelemektir. Çalışmada uygulama logoları sağlık, beslenme, çocuk sağlığı, fitness, ilaçlar, ilk yardım, kronik hastalıklar, ruh sağlığı, terapi ve uyku gibi farklı kategorilerde değerlendirilmiştir. Bu çalışma, nicel araştırma yöntemi kullanılarak yürütülen kesitsel bir anket çalışmasıdır. Çalışmanın amacı, sağlık uygulamalarının logo tasarımlarının kullanıcıların güven algısı üzerindeki etkisini incelemektir. Logodaki rengin kullanıcı güvenini doğrudan etkilediği bilindiğinden bu etkiyi ortadan kaldırmak amacıyla tüm logolar siyah beyaza dönüştürülmüştür. Bu çalışmada sağlık uygulamalarının logo tasarımlarının kullanıcıların güven algısı üzerindeki etkileri incelenmiştir. Katılımcılar toplam 55 logoyu 1'den 9'a kadar değişen Likert ölçeği kullanarak 10 farklı kategoride değerlendirmişlerdir. Elde edilen veriler, sağlık uygulamalarının alt kategorileri arasında güven algısı açısından anlamlı farklılıklar olduğunu ortaya koymuştur. Bu farklılıklar, logo tasarımlarının kullanıcılarda yarattığı ilk izlenimin ve güven duygusunun, uygulamanın içeriğine ve amacına göre farklılık gösterdiğini göstermektedir.
In the context of fragrant products in Kabul, Afghanistan, this study investigates the impact of packaging attributes on consumer purchase intentions. Through examining five critical dimensions—packaging color, design, printed information, materials and font styles—this research endeavors to determine how these components influence consumer perceptions and decision-making. This research explores the influence of visual, textual, and material cues on consumer behavior through theoretical frameworks, including the Stimulus-Organism-Response (S-O-R) Framework, the Theory of Planned Behavior (TPB) and Cue Utilization Theory. In order to verify the hypotheses, 389 participants were administered a structured questionnaire, and the data were analyzed using Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA). The results suggest that packaging design, materials and font styles substantially influence consumer purchase intentions, while packaging color and printed information have non-significant effects. These results challenge conventional beliefs regarding the primacy of textual elements and color, underscoring the increasing significance of typography, material quality and design in forming consumer preferences. The study provides valuable theoretical contributions by extending established consumer behavior models and highlights practical implications for marketers, such as adopting sustainable materials and culturally relevant design strategies. Future research should address cultural variability, interactive packaging and longitudinal consumer behavior trends.
Numbers are pervasive in marketing communications. This research, encompassing four studies involving real behavior, demonstrates that increasing the font size of numerical information in advertisements enhances message strength perception, thereby increasing advertisement persuasiveness. This effect manifests through various outcomes, including heightened perceptions of price affordability, superior product performance, and efficacy, contingent on the specific numerical context. Moreover, the font size effect is attenuated when the advertisement inherently conveys a strong message. For instance, when numerical content is related to quality information, brand strength alone can indicate product quality, rendering the font size less influential, as consumers infer high quality from the strong brand itself. By uncovering the influence of font size on numerical stimuli in advertisements, this research provides valuable theoretical insights and practical implications for marketing strategy.
This study explores the impact of brand logo familiarity on visual search behavior through an empirical eye-tracking experiment. The experiment selected two brand logos, Apple (familiar brand) and Rachel (unfamiliar brand), as stimulus materials and analyzed eye-tracking data to examine how brand logo familiarity influences consumers’ visual attention, search efficiency, and brand recognition accuracy. The results indicate that, compared to unfamiliar brand logos, familiar ones attract more attention (higher gaze count and longer duration), enhance visual search efficiency (shorter first time), and improve brand recognition accuracy (lower revisit rate). Furthermore, the visual search process for familiar brands is more stable, whereas search behavior for unfamiliar brands is more random and susceptible to external distractions. This study expands the application of brand logo’s familiarity in visual search and provides empirical support for brand marketing, advertising communication, and consumer cognition. The findings suggest that brands should enhance exposure and maintain design consistency to improve their brand logos visual search competitiveness while offering practical insights for emerging brands’ market promotion strategies.
The elevation of brand status is a crucial goal for numerous luxury brands. Building on the framework of learned color associations, the current research suggests that using less saturated colors in products enhances consumers’ perception of luxury brand status. This effect arises from consumers’ association between less saturated colors and the passage of time, leading to perceptions of the brand as having a rich continuity heritage. Because continuity heritage confers a higher status on a luxury brand, consumers subsequently perceive the brand as having elevated status. Through seven experimental and field studies, we empirically demonstrate that low (vs. high) color saturation increases a luxury brand’s perceived brand status, with perceived continuity heritage mediating this effect. However, this effect is mitigated when the brand highlights its recent (vs. old) foundation years and is even reversed when the brand positions itself as innovative. Additionally, we show that color saturation can affect consumers’ willingness to pay and product choices. This work contributes to the literature on luxury branding, brand heritage, and color while offering valuable insights for luxury brand managers on effectively enhancing their brand’s perceived status.
Marketing is a battle of perceptions, not products. Perception is reality. Everything else is an illusion. And one of the most perceptive tools a marketer can use is colour. Colours are a pervasive source of knowledge. Researchers for decades have concluded that the wise use of colours can help distinguish products from rivals as well as affect perceptions towards products by altering the moods and feelings of the target consumers. This makes colour a key component of perceptual marketing strategies. Hence, marketing professionals have traditionally leveraged this capacity of colours to mould consumer perception and to draw in customers. It affects consumer behaviour and perceptions, stirs up feelings and emotions, and aids businesses in separating themselves from rivals. According to the different synergistic effects of colour, the perception of how well a colour fits a certain brand determines how well a brand could be perceived by the market. It is thus crucial that decision-makers and marketers are truly aware of the value and impact of colour and employ it skillfully in not only logos or products but across the whole brand identity. With the inherent importance of colour in mind, the objective of this research is to explore how crucial the selection and protection of colour is, for a brand and how colour impacts the perceptions of the consumers towards a brand. By the end, after analysing multiple cases and giving supporting instances, the study reaffirms the correlation of colours & consumer perception for decision making and concludes on the vitality of colour.
Warna merupakan unsur seni yang unik, menarik, dan bermanfaat. Warna adalah kesan yang diperoleh mata dari cahaya yang dipantulkan benda-benda sehingga membentuk corak warna seperti kuning, biru dan hijau. Warna juga adalah spektrum tertentu yang terdapat di dalam suatu cahaya sempurna (berwarna putih). Identitas suatu warna ditentukan panjang gelombang cahaya tersebut. Sebagai contoh warna biru memiliki panjang gelombang 460 nanometer. Penulisan karya tulis ilmiah yang berjudul “Peran Warna Pada Toko Makanan Penutup dari Zona Manis, Bandung” ini bertujuan untuk mengetahui dampak-dampak yang ditimbulkan dalam pengaplikasian warna terhadap suasana dalam dan luar toko, dan juga dampak terhadap konsumen terhadap toko dan produk Zona Manis. Metode yang digunakan pada penelitian ini menggunakan penelitian kualitatif dan kuantitatif, dengan tujuan menemukan pengetahuan yang menggunakan data berupa angka sebagai alat menganalisis keterangan mengenai apa yang ingin diketahui. Kontribusi pada penelitian ini memberikan ilmu pengetahuan kepada masyarakat mengenai warna yang dapat menjadi komponen besar dalam membangun sebuah tempat tinggal atau tempat usaha. Dengan demikian, bagi masyarakat yang sedang mulai membangun tempat usaha dapat memilih solusi untuk menyelesaikan desain tempat usahanya dengan baik.
This chapter examines the role of eco-label design in shaping consumers' perceptions of sustainability and their adoption of labels. It begins with a review of literature on sustainability perceptions, aesthetic dimensions in visual communication, and eco-label design. The chapter then presents an empirical study involving 15 real Type I eco-labels, analyzing how visual dimensions—such as visual complexity, conceptual complexity, background color, and text amount—affect consumers' sustainability perceptions and label adoption. The results reveal that consumers perceive visually complex yet conceptually simple eco-labels with green or blue backgrounds and explanatory text as more sustainable and are more likely to adopt them.
This chapter defines the concept of aesthetics and its influence on consumer behavior, emphasizing its impact on visual appeal and the evaluation of visual stimuli. It discusses aesthetic psychology and the dimensions of aesthetic experience, highlighting the roles of psychographic and collative variables in appreciating visual stimuli. The chapter delves into the fluency process as a key mechanism that explains the relationships between visual dimensions and aesthetic appreciation. Additionally, it examines how aesthetic dimensions and fluency affect consumer perceptions across various marketing domains, including eco-labels, showcasing their importance in shaping consumer attitudes and decision-making processes.
This chapter discusses the implications of this book for academics, practitioners, and policymakers. By systematically analyzing eco-label perceptions and aesthetic dimensions, the book enriches academic discourse by merging aesthetic theory with green marketing. The empirical findings challenge conventional views on simplicity, demonstrating that visual complexity can enhance perceived sustainability. Marketers are advised to use green and blue backgrounds in eco-label designs and provide transparent textual information to build consumer trust. Retailers should prioritize eco-labeled products, while policymakers must establish clear standards and invest in public awareness campaigns to educate consumers, promoting sustainable consumption and a more environmentally conscious marketplace. Finally, the chapter underscores limitations and outlines avenues for further research.
This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture. Relying on a combined emic-etic approach, the authors conducted 4 studies to examine how symbolic and expressive attributes associated with commercial brands are structured and how this structure varies across 3 cultures. Studies 1 and 2 revealed a set of "brand personality" dimensions common to both Japan and the United States (Sincerity, Excitement, Competence, and Sophistication), as well as culture-specific Japanese (Peacefulness) and American (Ruggedness) dimensions. Studied 3 and 4, which extended this set of findings to Spain, yielded brand personality dimensions common to both Spain and the United States (Sincerity, Excitement, and Sophistication), plus nonshared Spanish (Passion) and American (Competence and Ruggedness) dimensions. The meaning of these brand personality dimensions is discussed in the context of cross-cultural research on values and affect, globalization issues, and cultural frame shifting.
This article explores the role that color can play in building brand meaning with two experiments. Without prior conditioning, we demonstrate how an appropriately chosen color for a brand name (logo) can bring inherent and immediate value to a brand. Experiment 1 explores the notion of congruity, showing that it is more appropriate for functional products to be presented in functional colors, and sensorysocial products in sensory-social colors. Experiment 2 examines the effect of red and blue on brands of products that can be classified as both functional and sensory-social, and the ability of color to enhance a brand's desired image. When people know how brands are attempting to position themselves, people consider colors congruent with those positions to be more appropriate.
Describes experiments in which happy or sad moods were induced in Ss by hypnotic suggestion to investigate the influence of emotions on memory and thinking. Results show that (a) Ss exhibited mood-state-dependent memory in recall of word lists, personal experiences recorded in a daily diary, and childhood experiences; (b) Ss recalled a greater percentage of those experiences that were affectively congruent with the mood they were in during recall; (c) emotion powerfully influenced such cognitive processes as free associations, imaginative fantasies, social perceptions, and snap judgments about others' personalities; (d) when the feeling-tone of a narrative agreed with the reader's emotion, the salience and memorability of events in that narrative were increased. An associative network theory is proposed to account for these results. In this theory, an emotion serves as a memory unit that can enter into associations with coincident events. Activation of this emotion unit aids retrieval of events associated with it; it also primes emotional themata for use in free association, fantasies, and perceptual categorization. (54 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Although consumers often encounter ads for familiar brands, previous advertising interference studies have used ads for low-familiarity brands. The authors focus on brand familiarity's role in increasing ad memorability and moderating competitive interference. They conducted a factorial experiment varying the familiarity of brands featured in test and competing ads. With differences in ad executions, prior exposure, processing objectives, and exposure time experimentally controlled, subjects displayed substantially better recall of new product information for familiar brands. Their findings suggest that established brands have important advantages in advertising: Consumers should be more likely to recall ad information, and their memory should be less affected by exposure to competitors' ads. The authors conclude with implications for the marketing of new and mature brands.
Consumers use brand names and product features to predict the performance of products. Various learning models offer hypotheses about the source of these predictive associations. Spreading-activation models hypothesize that cues acquire predictive value as a consequence of being present during the acquisition of product performance information. Least mean squares connectionist models hypothesize that any one cue acquires predictive value only to the extent that it can predict differences in performance that are not already predicted by other available cues. Five studies in the context of portfolio-branding strategies provide evidence supporting a least mean squares connectionist model. As predicted by this model, results show that subbranding and ingredient-branding strategies can protect brands from dilution in some situations but can promote dilution in other situations.
This article develops empirically based guidelines to help managers select typefaces that affect strategically valued impressions. The authors discuss the potential trade-offs among the impressions created by typeface (e.g., pleasing, engaging, reassuring, prominent). The selection of typeface can be simplified with the use of six underlying design dimensions: elaborate, harmony, natural, flourish, weight, and compressed.
Music theory distinguishes between two types of meanings that music can impart: (1) embodied meaning, which is purely hedonic, context independent, and based on the degree of stimulation the musical sound affords, and (2) referential meaning, which is context dependent and reflects networks of semantic-laden, external world concepts. Two studies investigate which (if either) of these background music meanings influence perceptions of an advertised product and when. Findings suggest that people who engage in nonintensive processing are insensitive to either type of meaning. However, more intensive processors base their perceptions on the music's referential meaning when ad message processing requires few resources, but they use the music's embodied meaning when such processing is relatively resource demanding.
Purpose
Seeks to provide empirical support for the “brand personality effect”, that is, the direct influence that brand personality will have on a variety of consumer‐driven outcomes.
Design/methodology/approach
Tests a series of hypotheses using experimental research design with 192 subjects.
Findings
Support is found for all proposed hypotheses. These findings indicate that brand personality will have a positive influence on product evaluations and that subjects exposed to a brand's personality will have a significantly greater number of brand associations; significantly greater proportion of brand associations; significantly greater unique brand associations; significantly greater proportion of congruent brand associations; and significantly greater proportion of strong brand associations.
Practical implications
This paper conceptually establishes brand personality and empirically demonstrates the brand personality effect on consumer‐based outcomes. This finding strengthens the brand personality literature and establishes a baseline study for future empirical research.
Originality/value
Brand personality has received levels of research from academics and practitioners alike, but this research presents the first empirical test of the direct effect of brand personality and how it drives consumer behavior.
"Neuropsychiatric patients… nursing assistants… and students… were presented with eight stimulus colors and a list of eleven moods and asked to pick a color to go with each of the moods… . For nine… mood-tones,… significant differences (were found)… socioeconomic differences appeared to be more important… than… either mental health… or… geographical… (differences)… . Certain colors were found to have about the same affective meaning for all groups. In other instances there were sharp group differences in the extent to which they associated a given color with a certain mood-tone." (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Typically, the research on the connotations of colors has presented isolated color samples to the participants, and/or restricted their responses to a limited set of alternatives (e.g., basic emotions). In the present study, the participants were asked to imagine their own examples of the target colors, thereby allowing the participants to select their own salient examples, including the context. In addition, a qualitative method, the semi-structured interview, was employed, giving them freedom to choose their own terms of description, and also identify issues which they themselves regarded as relevant. To a large extent, the results were consistent with previous research about the emotional significance and arousing effects of different colors. But this alternative approach also threw light upon more subtle connotations of colors, the multiple meanings of a single color, and also the participants' reasons for these connotations, ranging from individual experiences to cultural conventions and stereotypes. © 2008 Wiley Periodicals, Inc. Col Res Appl, 33, 406–410, 2008
Describes experiments in which happy or sad moods were induced in Ss by hypnotic suggestion to investigate the influence of emotions on memory and thinking. Results show that (a) Ss exhibited mood-state-dependent memory in recall of word lists, personal experiences recorded in a daily diary, and childhood experiences; (b) Ss recalled a greater percentage of those experiences that were affectively congruent with the mood they were in during recall; (c) emotion powerfully influenced such cognitive processes as free associations, imaginative fantasies, social perceptions, and snap judgments about others' personalities; (d) when the feeling-tone of a narrative agreed with the reader's emotion, the salience and memorability of events in that narrative were increased. An associative network theory is proposed to account for these results. In this theory, an emotion serves as a memory unit that can enter into associations with coincident events. Activation of this emotion unit aids retrieval of events associated with it; it also primes emotional themata for use in free association, fantasies, and perceptual categorization.
215 *Gerald J. Gorn is Professor of Marketing and Senior Wei-Lun Fellow (e-mail: mkgorn@ust.hk), and Jaideep Sengupta is Associate Professor of Marketing (e-mail: mkjaisen@ust.hk), School of Business and Manage-ment, Hong Kong University of Science and Technology. Amitava Chat-topadhyay is L'Oreal Chaired Professor of Marketing Innovation and Cre-ativity, INSEAD (The authors investigate the link between the color of a Web page's background screen while the page is downloading and the perceived quickness of the download. They draw on research that supports links between color and feelings of relaxation and between feelings of relax-ation and time perception. The authors predict that the background screen color influences how quickly a page is perceived to download and that feelings of relaxation mediate this influence. In a series of experi-ments, they manipulate the hue, value, and chroma dimensions of the color to induce more or less relaxed feeling states. The findings suggest that for each dimension, colors that induce more relaxed feeling states lead to greater perceived quickness. The authors provide triangulating evidence with an alternative manipulation: the number of times subjects wait for a download. As does color, this also leads to variation in levels of relaxation and perceived quickness. A final experiment reveals that color not only affects perceived download quickness but also has conse-quences for users' evaluations of the Web site and their likelihood of recommending it to others.
This study experimentally examines some situational influences on the formation and consequences of two brand image/personality beliefs, pertaining to fun and sophistication (classiness). It experimentally tests McCracken's (1986) meaning transfer mechanisms and establishes that non-verbalized personality associations of celebrity endorsers on these dimensions do indeed reinforce equivalent consumer beliefs about a brand's fun and classiness benefits, but only if a social consumption context is evoked, and only if the brand image beliefs are appropriate to the consumer schema for the product category involved. Moreover, under these facilitating conditions, such ad-created brand image beliefs have an impact only on brand purchase intentions, and not on brand attitudes. Results have implications for the growing literature on different types of brand imagery associations, as well as for future research on the processing of nonverbal stimuli, the measurement of non-functional brand beliefs, and consumer inference processes.
This paper describes research examining the similarities and differences in the effects of color across cultures. Consistent with the literature, Study 1a suggested that cultural differences in hue choice do emerge when there are clear, salient social norms prescribing appropriate color usage, which differ across cultures. However, in the absence of such norms, hue choices reflected people's general hue preferences, which were similar across the two cultures examined. Study 1b examined hue preferences in a wide variety of cultures, and further documented both their similarity and that blue was the most preferred hue. Study 1c provided support for a link between the feelings (e.g., relaxation, excitement) that the hue elicits and preferences, with the preference for blue being linked to the feelings of relaxation that it evokes across cultures. Study 2 showed that actual color choices made in a variety of marketing situations, by managers in ad agencies from Hong Kong and Canada, reflected consumer preference for blue hues. Overall, the conceptual framework and the findings suggest that most aspects of color preference are likely to be culturally universal and applicable across cultural groups and marketing settings. Managerial implications are discussed regarding standardizing versus adapting color usage across cultures.
In designing print ads, one of the decisions the advertiser must make is which color(s) to use as executional cues in the ad. Typically, color decisions are based on intuition and anecdotal evidence. To provide guidelines for these decisions, this research proposes and tests a conceptual framework linking the hue, chroma, and value of the color(s) in an ad to consumers' feelings and attitudes. In an experimental study, the three dimensions of color used in an ad are manipulated using a between-subjects design. The results support the hypotheses that ads containing colors with a higher level of value lead to greater liking for the ad, and this effect is mediated by the greater feelings of relaxation elicited by the higher value color. Feelings play an equally important role in the effect of chroma. Consistent with the hypotheses, higher levels of chroma elicit greater feelings of excitement, which in turn increase ad likeability. A follow-up study found that although managers often select higher value and higher chroma colors, in a large number of cases they do not. The findings of both studies are integrated in our discussion of the importance of value and chroma in increasing the range of options available to a manager faced with the selection of colors in an ad.
This research examines how consumers update their brand personality impressions and brand attitudes after interacting with
one of the brand's employees. Drawing on stereotyping theory, the author develops a framework that proposes that the impact
of an employee's behavior depends on how the employee is categorized. When the employee is considered primarily as an exemplar
of the brand's workforce, his or her behavior is generalized more strongly to the brand. When, however, the employee is judged
as a relatively unique individual (i.e., when the employee is subtyped), the behavior is not transferred to the brand to the
full extent. The results of three studies provide converging evidence and show that the degree to which consumers subtype
an employee is determined by the amount of information they possess about the employee, the extent to which they depend on
the employee, and their motivation to form an accurate impression. The findings have direct implications for marketers interested
in understanding how employees affect the brands they represent.
A substantial literature stream indicates there are benefits to having a favorable brand personality, such as enhanced brand
attitudes and purchase intentions and higher levels of consumer trust and loyalty. Contemporary advertisements and promotional
activities by a host of firms demonstrate a managerial belief in the value of establishing a brand personality that mirrors
that of branding scholars. Yet extant research has yet to fully evaluate the perceived appeal of brand personality to consumers.
This issue is important to managers because it is precisely this level of appeal that influences target consumers’ purchase
decisions and helps to sustain the endurance of a brand’s perceived personality between promotional cycles. This article conceptualizes,
develops, and validates measures for assessing a consumer’s perception of brand personality appeal (BPA). Three dimensions
of BPA (favorability, originality, clarity) emerge and are empirically demonstrated to directly and positively impact consumer
purchase intentions.
KeywordsBrand personality–Scale development–Brand management–Brand extension–Purchase intentions
Several experiments and reanalyses of archival data were performed in which sets of common emotions were mapped onto visual and auditory perceptual stimuli of varying degrees of complexity. Subjects showed reliability across several different experimental paradigms and diverse stimulus sets. Furthermore, the results were reducible to a two-dimensional emotion space of valence and activity, after the work of Osgood, Succi, and Tannenbaum (1957). The perceptual locus of an aesthetic stimulus in this two-dimensional space is hypothesized to provide a first approximation to how the synesthetic qualities of a percept provide a basis for emotional responses to such stimuli. More generally, this direct mapping of percept onto emotion provides an interesting conundrum for theories of emotion research.
Although consumers often encounter ads for familiar brands, previous advertising interference studies have used ads for low-familiarity brands. The authors focus on brand familiarity's role in increasing ad memorability and moderating competitive interference. They conducted a factorial experiment varying the familiarity of brands featured in test and competing ads. With differences in ad executions, prior exposure, processing objectives, and exposure time experimentally controlled, subjects displayed substantially better recall of new product information for familiar brands. Their findings suggest that established brands have important advantages in advertising: Consumers should be more likely to recall ad information, and their memory should be less affected by exposure to competitors’ ads. The authors conclude with implications for the marketing of new and mature brands.
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the ''Big Five'' dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality, Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). Tc, measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.
Ann M. Olazábal, Anita Cava, and René Sacasas, EditorsUniversity of Miami School of Business AdministrationEditors’ Note: This is the last print issue of JAMS in which the “Marketing & the Law” section will be published. Future editions of this section will appear as a regular JAMS online supplement via SpringerLink at http://www.springerlink.com/content/120573/. For submissions, please contact the new managing editor, Dr. Patricia Abril, at pabril@miami.edu.DOI: 10.1007/s11747-009-0159-8Defending Single Color Trademarks: A Lesson from the Australian CourtsWoolworths Limited v. British Petroleum Plc (2006) FCAFC 132Byron W. Keating and Tim R. ColtmanIntroductionUnder what circumstances can a single color be registered as a trademark? Australia’s courts considered this issue for the first time in Woolworths Ltd. v. BP Plc (“Woolworths”). The case provides valuable insight into some of the challenges associated with the registration of single color trademarks in Australia and beyond. ...
The author describes the construction of a scale to measure self-concepts, person concepts, and product concepts. Multivariate analysis and multidimensional scaling procedures are employed to develop a 15-item semantic differential scale. Measures of test-retest reliability are reported. Validity of the scale is assessed by the multitrait-multimethod matrix approach.
Although masculinity and femininity are personality traits relevant to brands, their measurement and contribution to branding theory and practice have not been examined. This article describes the development and validation of a two-dimensional scale measuring masculine and feminine brand personality that is discriminant with regard to existing brand personality dimensions and scales measuring masculinity and femininity as human personality traits. This scale is applied to show that (1) spokespeople in advertising shape masculine and feminine brand personality perceptions; (2) brand personality-self-concept congruence in terms of masculine and feminine brand personality and consumers' sex role identity positively influences affective, attitudinal, and behavioral brand-related consumer responses; and (3) masculine and feminine brand personality lends itself to the creation of brand fit in a brand extension context, which in turn leads to more positive brand extension evaluations and increased purchase intentions with regard to the extension.
How do consumers react to various color, lighting, and price point combinations? The results described in this article depict varying consumer reactions with the three-way congruence between a store's environmental cues, consumers' cognitive categories representing known store types, and salient situational shopping motivations. For fashion-oriented stores, blue interiors are associated with more favorable evaluations, marginally greater excitement, higher store patronage intentions, and higher purchase intentions than are orange interiors. However, the results change substantially when the effect of lighting in combination with color is considered. The use of soft lights with an orange interior generally nullifies the ill effects of orange and produces the highest level of perceived price fairness while controlling for price. Additionally, the results suggest that the effects of environmental and price cues are mediated by consumers' cognitive and affective associations.
Marketing concepts such as corporate identity, image, and branding are important strategies for nonprofit organizations. In
particular, brand personality has been advocated by practitioners but has not been empirically investigated in the nonprofit
context. According to social exchange theory and trust, the authors argue that nonprofit stakeholders perceive nonprofit organizations
at an abstract level because of the organizations’ intangibility and social ideals. This study develops and refines a parsimonious
measure of brand personality specifically for the nonprofit context. The authors conduct a series of six multimethod studies
of nonprofit stakeholders to validate the role of brand personality in nonprofit organizations. The results yield four dimensions
of brand personality for nonprofits: integrity, nurturance, sophistication, and ruggedness. Thus, current and potential donors
ascribe personality traits to nonprofit organizations and differentiate between nonprofits on the basis of the organizations’
personality. Finally, nonprofit brand personality may influence potential donors’ likelihood to contribute.
Color is an integral part of products, services, packaging, logos, and other collateral and can be an effective means of creating and sustaining brand and corporate images in customers' minds. Through an eight-country study, the authors explore consumers' preferences for different colors and color combinations. The results show cross-cultural patterns of both similarity and dissimilarity in color preferences and color meaning associations. When subjects are asked to match colors for a product logo, some color combinations suggest a consistency in meaning, whereas other combinations suggest colors whose meanings are complementary. The authors discuss implications for managing color to create and sustain brand and corporate images across international markets.
The authors develop guidelines to assist managers in selecting or modifying logos to achieve their corporate image goals An empirical analysis of 195 logos, calibrated on 13 design characteristics, identified logos that meet high-recognition low-investment, and high-image communication objectives. High-recognition logos (accurate recognition created by high investment) should be very natural, very harmonious, and moderately elaborate. Low-investment logos (false sense of knowing and positive affect) should be less natural and very harmonious. High image logos (professional look and strong positive image) must be moderately elaborate and natural. The authors illustrate the guidelines with real logos.
This study examined color-emotion associations and the reasons for emotional reactions given to colors. Ten fully saturated chromatic colors were chosen from the Munsell color system: red, yellow, green, blue, purple, yellow-red, green-yellow, blue-green, purple-blue, and red- purple. Apart from these ten hue groups, three achromatic colors (white, black and gray) were also used. The sample consisted of 98 volunteered college students at a public institution in the southeast region of the US. Results revealed that the principle hues comprised the highest number of positive emotional responses, followed by the intermediate hues and the achromatic colors. Color symbolism seems to be apparent in how individuals associate colors with things, objects or physical space. Red-purple, for instance, was associated with the color of red wine, plum, bridesmaid dress, or the color of a bedroom. Overall, a color-related emotion was highly dependent on personal preference and one's past experience with that particular color.
The degree to which colors are associated with mood-tones was studied by presenting 94 Ss with eight stimulus colors and a list of eleven moods, the word selections of which had been unanimously agreed upon by four judges. It was found that certain colors were chosen to "go with" each mood-tone significantly more frequently than the remaining colors. No significant sex differences in color-mood associations were found. Factors possibly contributing to color-mood associations are discussed. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
On hearing 10 brief musical selections for a second time, 243
S's each selected adjectives representative of the mood of each selection. After a third hearing, each
S indicated for each selection whether, during it; he saw colors, thought colors, felt colors, or what color he thought was most appropriate (forced). The colors given for each type of experience were basically similar. Where the mood of the selection was unambiguous, the color reports showed "a concentration in a region of the spectrum which seems related to the mood of the selection." Subjects who disagreed on the mood of a selection tended to report different colors for it. Another group of subjects was asked to associate color names with the groups of mood names (without music). The results here were very similar to those obtained when music was used. When the mood names were given a circular arrangement, the related colors formed a color-circle, in spectral order. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
(
The following abstract of this reprinted article originally appeared in PA, Vol 67:9071). Conducted 2 studies that investigated whether there was a systematic relationship between color and emotional response using 69 Ss (mostly undergraduates). In Exp I, Ss reacted to 3 colors—an intense yellow, a pastel blue-violet, and a cool green with a blue cast—shown in sequence. Ss in the 2nd study were shown a light blue-green, a dark mustard yellow, and a scarlet-vermillion. All Ss indicated their reactions by completing the Profile of Mood States. Results indicate that Ss responded with significant differences in patterns of emotions that depended on the color placed before them. For example, the blue-violet color was equated with sadness and fatigue, while the cool green hue aroused anger and a sense of confusion. Results are consistent with previous research that suggest that warm colors provoke active feelings, and cool colors are sedate. (12 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Research on synesthesia has consistently found an association between colors and emotions. In order to try to determine whether the basis for this phenomenon is culture specific or universal, a test to determine color and emotion associations was administered to a sample of Tzeltal-speaking adults from highland Chiapas and U.S. college undergraduates. The results of the color-emotion test indicate that within the limits of translation equivalence color chips and emotion terms show very similar patterns of association in both cultures. These results seem to indicate that the phenomenon of synesthesia is mediated by the universal factors uncovered by Osgood's semantic differential test. The results also indicate that saturation is a major factor in color-emotion synesthesia.
This article develops empirically based guidelines to assist managers in selecting or modifying package designs for achieving desired consumer responses. Seven studies identify the key types of package designs, including the factors that differentiate those package designs, and determine how these holistic designs are related to consumer brand impressions. The selection of package designs can be simplified with the use of five holistic types: massive, contrasting, natural, delicate, and nondescript designs. Sincere brands should have natural package designs, exciting brands should have contrasting designs, competent brands should have delicate designs, sophisticated brands should have natural or delicate designs, and rugged brands should have contrasting or massive designs. The authors discuss the potential trade-offs among the impressions created by holistic design types and illustrate their findings with numerous real packages.
The concept of the transformational effects of advertising is described and refined to provide a definition possibly more useful in empirically studying the construct. Methodological difficulties in testing and using the concept are discussed before proposing projective techniques as an approach which might overcome some of the problems. Finally, a study is reported that illustrates how projective techniques may be used to study transformational advertising.
Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.
The theory of psychological reversals asserts that there are two levels of preferred felt arousal, one high and one low. Only one of them is preferred at a given time, although discrete switches (reversals) occur from time to time, so that each level is preferred at different times. In order to document such changes in preferred levels of arousal, 75 subjects were asked to make color preference choices at regular intervals during their working day, some for as many as 8 days. The assumption was that different colors are arousing or relaxing, and that color choice indicates arousal preference. The typical patterns of color choices that occurred clearly displayed the expected reversal effect over time and were considerably more consistent with reversal theory than with optimal arousal theory. In a second study, 41 new subjects were asked to respond to a simple mood adjective checklist each time they made their color preference choices. The results strongly supported the association between arousal preference and color preference and also supported the reversal theory thesis that low arousal preference is associated with seriousness and planning orientation (all these characterizing the telic state), and that high arousal preference is associated with playfulness and spontaneity (all these characterizing the paratelic state). Finally, both studies showed that there is a systematic tendency for long-wavelength colors to induce feelings of high arousal and for short-wavelength colors to induce feelings of low arousal.
Prior research has typically grouped color effects into a single class of effects and has ignored situational aspects of consumer responses to color. In the present study, color effects are shown to exhibit different patterns depending on the type of response examined. Further, these effects are described as a function of color wavelength. Evaluative effects are most positive at the short wavelength (blue) end of the visible spectrum, while the activation response engendered by color exhibits a U-shaped pattern across wavelengths. Results of the study support the existence of these two distinct dimensions, and potential applications of the findings are discussed.
This article addresses the meaning of the term brand means by presenting a method of historical analysis and construct definition
based on information in theOxford English Dictionary. The method’s use is demonstrated in an analysis of the original meanings that underlie the term’s usage both as a single
word and in compounds such as brand competition, brand personality, brand reputation, and so forth. Literal (denotative) definitions
and metaphoric (connotative) associations are examined to explain the use of brand to refer to a physical entity and/or a
mental representation. The method is also theoretically grounded in the disciplines of philology (the history of words), poetics,
rhetoric, and the philosophy of science. The historical-analysis method is applied to the meanings of brand, starting with
its original usage about 1,500 years ago and culminating with the definitions used by authors in this special issue.
The management of buyers’ perceptions of waiting time by service businesses may be critical to customer satisfaction. Although
reducing actual waiting time is important, what managers view as a short time to wait may feel too long to customers. Relevant
literature from architecture, environmental psychology, psychology, physiology, operations management, sociology, and marketing
is integrated to build a conceptual model of how the service environment may influence affect and, in turn, waiting time perception.
Based on this model, propositions about how specific service environment elements (e.g., lighting, color, temperature) may
influence affect and time perception are presented. Finally, a research agenda and implications for service facility design
are proposed.
We explore superstitious beliefs as a basis of product performance expectations and their impact on initial purchase likelihood
and subsequent satisfaction. In doing so, we demonstrate instances when superstition-driven expectations cause consumers to
make purchase decisions that run counter to economic rationality. In the first set of studies we find that Taiwanese consumers
are relatively more likely to purchase a product with positive superstitious associations based on its “lucky” color, and
are more likely to purchase and are willing to pay more money for a product with a smaller but “lucky” number of units contained
in the package (e.g., eight tennis balls compared to ten). In contrast, consumers who do not hold such superstitious beliefs
adhere to the more rational choice paradigm. Next, we show that the differences in purchase likelihood are driven by superstition-based
performance expectations. We further generalize these findings to product satisfaction, and find support for expectation disconfirmation
sensitivity as a moderator of the effect.