Business School conducted n 1997, a study was conducted to identify a model of brand personality and its impact on consumer behavior. Jennifer Aaker proposed measuring “brand personality” by five key characteristics of a person’s personality: sincerity, emotional excitement job function email list competence, sophistication, and toughness. The results of the experiment allowed her to describe the relationship between a brand color and the overall impression that a brand leaves on the audience. Aaker emphasized that consumers prefer companies that reflect their own values.
In addition, D. Aaker noted that each Business School conducted
brand can be characterized by only one dominant characteristic with the possible presence of a secondary feature. Based on this theory, the correct choice of corporate color can help the organization attract an audience that shares the brand’s values.
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When deciding on brand colors, there are several important factors to consider.
Relevance
In 2006, researchers from Cardiff a series of experiments aimed at identifying the impact of colors on the perception of brand logos. The authors of the study concluded that not only the color itself plays a decisive role, but also its relevance to the product, as well as its appeal to the target audience. Thus, the key criterion is the appropriateness of the chosen color.
For a deeper understanding of consum er e In a world where millions of emails xpectations of specific colors and to predict their reactions, it is recommended to rely on the results of research on the psychology of color perception. Own experiments are also necessary. For example, conducting surveys and A/B testing of colors on the target audience.
erned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
- Technical condition of the site.
- SEO.
- Collection of site semantics.
- Creating useful content.
- Working on conversion.
And at the same time
Names of flowers
A study called “A Rose by Any Name…” found that consumers are more attracted to colors with unusual names. In other words, given the same characteristics, a buyer will prefer something more original than the same brown, for example, a mocha-colored product. To attract consumers’ attention, marketers in advertising campaigns pay attention not only to the functional characteristics of products, but also to design, presenting the audience with a variety of color palettes and shades.
The official BMW website presents special paint coatings in five basic colors, with each shade having its own original name.
Using special names of colors allows for calling list better memorization of products. This technique is especially often used in the beauty industry. For example, the cosmetic brand SIGIL Inspired Tammy Tanuka successfully introduces interesting names for its products.
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