Preliminary communication

ROLE OF COLOR IN BRANDS ASSOCIATION TO PARTICULAR INDUSTRY

Ana Globočnik Žunac orcid.org/0000-0002-4008-6027 ; University North, Jurja Križanića 31b, 42000 Varaždin, Croatia
Kata Milušić orcid.org/0000-0002-0819-5530 ; University North, Jurja Križanića 31b, 42000 Varaždin, Croatia
Vlatka Kordoš orcid.org/0000-0003-1959-9239 ; University North, Jurja Križanića 31b, 42000 Varaždin, Croatia

Abstract

Impact of color in marketing activities has often been the issue of scientific discussion. This paper starts from the basic psychological approach about color perception and gives insight of theoretical knowledge according to which the hypothesis of this research was defined: 'Colors of organizational logo have signifcant influence on perception of activity an organization is dealing in.'. The purpose of this research was to determine opinion of responedents based on the perception on which color is the best for building the visual identity of an organization according to activities and to find out whether it is possible to define the color that would influence correct perception and connection of the organzational activity. Results show that respondents recognise some activities according to the organizational logo color and find some colors more suitable for some activities but the hypothesis cannot be accepted as statistically significance is not found. Respondents correctly defined some of the activities but cannot connect color with the activity of others.

Keywords

color psychology; color perception; visual perception; logo; marketing

Hrčak ID:

236266

URI

https://hrcak.srce.hr/236266

Publication date:

15.3.2020.

Article data in other languages: croatian

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