Skip to main content
SpringerLink
Log in

Are Colors Emotional Triggers in Digital Branding?

  • Conference paper
  • First Online:
Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 279))

Abstract

This investigation exhibits a real study of the influence of color in a digital promotional product—social coupon. The paper’s goal is to analyze the perception of color in graphic design, through the analysis of consumers’ responses. Following the design-science research (DSR) approach through the development of the artifacts—social coupons—the emotional influence of color was studied during the literature review. Then, according to the DSR, the main problem was divided into iterative cycles, in order to build and evaluate the artifacts designed to meet the identified business need. After the development of innovative artifacts, a digital promotional product was tested and redesigned, according to the user's perceptions. Consumers prefer colors that are associated with positive emotions and find tranquility and safety the most related to blue color, sophistication to black color, comfort to white color, brown as the most boring color, and red as the color which captures more of their attention. This study brings new insights to brands, with the development of a new framework and with its exploration about the emotional triggers of colors in the design, determining how to best capture consumers’ attention and how to bring more pleasant experiences to them.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 259.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 329.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 329.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. 11 Facts About the Coca-Cola Bottle: Retrieved November 21, 2019, from https://www.coca-colacompany.com/au/news/11-facts-about-the-coca-cola-bottle.html (2019)

  2. Algharabat, R., Rana, N.P., Alalwan, A.A., Baabdullah, A., Gupta, A.: Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. J. Retail. Consum. Serv. 53, 0–30 (2020). https://doi.org/10.1016/j.jretconser.2019.01.016

  3. Beardsley, M.C.: Aesthetic experience regained. J. Aesthet. Art Critic. (1969). https://doi.org/10.2307/428903

    Article  Google Scholar 

  4. Camilleri, M.: Market Segmentation, Targeting and Positioning. https://doi.org/10.1007/978-3-319-49849-2_4 (2017)

  5. Carstensen, A.K., Bernhard, J.: Design science research–a powerful tool for improving methods in engineering education research. Eur. J. Eng. Educ. 44(1–2), 85–102 (2019). https://doi.org/10.1080/03043797.2018.1498459

    Article  Google Scholar 

  6. Cassia, F., Magno, F., Ugolini, M.: The perceived effectiveness of social couponing campaigns for hotels in Italy. Int. J. Contemp. Hosp. Manag. 27(7) (2015). https://doi.org/10.1108/IJCHM-02-2014-0090

  7. Clarke, T., Costall, A.: The emotional connotations of color: a qualitative investigation. Color. Res. Appl. 33(5), 406–410 (2008). https://doi.org/10.1002/col.20435

    Article  Google Scholar 

  8. Comiati, R.: The role of the aesthetics in the making of a brand. Manag. Market. 8(2), 411–416 (2010)

    Google Scholar 

  9. Crittenden, V.L., Crittenden, W.F.: Digital and social media marketing in business education: implications for student engagement. J. Mark. Educ. 37(3), 131–132 (2015). https://doi.org/10.1177/0273475315588112

    Article  Google Scholar 

  10. Engel, J.F., Blackwell, R.D.: Consumer Behavior. Dryden Press (1982)

    Google Scholar 

  11. Esearch, S.Y.R., Hevner, B.A.R., March, S.T., Park, J., Ram, S.: Design science in information systems research. MIS Q. 28(1), 75–105 (2004)

    Article  Google Scholar 

  12. Gobé, M.: Emotional Branding: The New Paradigm for Connecting Brands to People. Windsor (2001).

    Google Scholar 

  13. Grossman, R., Wisenbilt, J.: What we know about consumers’ color choices. J. Market. Pract.: Appl. Market. Sci. 5(3), 78–88 (1999). https://doi.org/10.1108/02652320210446724

    Article  Google Scholar 

  14. Katerina Berezina, K.J.S., et al.: The managerial flash sales dash: is there advantage or disadvantage at the finish line? Int. J. Hosp. Manag. (2016). https://doi.org/10.1016/j.ijhm.2016.01.003

  15. Krajnovic, A., Sikiric, D., Jasic, D.: Neuromarketing and Customers ’ Free Will. Managing Transformation with Creativity. In: Proceedings of the 13th Management International Conference, pp. 1143–1163 (2012)

    Google Scholar 

  16. Kuechler, B., Vaishnavi, V.: On theory development in design science research: anatomy of a research project. Eur. J. Inf. Syst. 17 (2008). https://doi.org/10.1057/ejis.2008.40

  17. Kumar, V., Rajan, B.: Social coupons as a marketing strategy: a multifaceted perspective. J. Acad. Mark. Sci. 40(1), 120–136 (2012). https://doi.org/10.1007/s11747-011-0283-0

    Article  MathSciNet  Google Scholar 

  18. Labrecque, L.I., Milne, G.R.: Exciting red and competent blue: the importance of color in marketing. J. Acad. Mark. Sci. 40(5), 711–727 (2012). https://doi.org/10.1007/s11747-010-0245-y

    Article  Google Scholar 

  19. Lacerda, D.P., Dresch, A., Antunes Júnior, J.A.V., Proença, A.: Design science research: a research method to production engineering. Gestao e Producao 20(4), 741–761 (2013). https://doi.org/10.1590/S0104-530X2013005000014

    Article  Google Scholar 

  20. Lynne, J.: The emotional affect of product involvement. NA—Adv. Consum. Res. 14(March) (2010)

    Google Scholar 

  21. Mumcu, Y., Kimzan, H.S.: The effect of visual product aesthetics on consumers’ price sensitivity. Procedia Econ. Finan. 26(15), 528–534 (2015). https://doi.org/10.1016/s2212-5671(15)00883-7

    Article  Google Scholar 

  22. Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., Weber, B.: Aesthetic package design: a behavioral, neural, and psychological investigation. J. Consum. Psychol. 20(4), 431–441 (2010). https://doi.org/10.1016/j.jcps.2010.06.009

    Article  Google Scholar 

  23. Seabrook, A.: What You Can Learn from Coca-Cola’s Marketing Strategy | Merca2.0. Retrieved November 25, 2019 (2019), from https://www.merca20.com/what-you-can-learn-from-coca-colas-marketing-strategy/

  24. Tarta, C.: Studies and Articles Volume III Section: Economy And Management (November 2014) (2016)

    Google Scholar 

  25. Vaughn, C., Leff, J.: The interaction of life events and relatives’ expressed emotion in schizophrenia and depressive neurosis. Br. J. Psychiatry 136(2), 146–153 (1980). https://doi.org/10.1192/bjp.136.2.146

    Article  Google Scholar 

  26. Wang, F., Hannafin, M.J.: Technology-enhanced learning. Environments 53(4), 5–23 (2005)

    Google Scholar 

  27. Wexner, L.B.: The degree to which colors (hues) are associated with mood-tones. J. Appl. Psychol. 38(6), 432–435 (1954). https://doi.org/10.1037/h0062181

    Article  Google Scholar 

  28. Zheng, X., Cheung, C.M.K., Lee, M.K.O., Liang, L.: Building brand loyalty through user engagement in online brand communities in social networking sites. Inf. Technol. People 28(1), 90–106 (2015). https://doi.org/10.1108/ITP-08-2013-0144

    Article  Google Scholar 

Download references

Acknowledgements

Further research studies on this issue are detailed on a master’s thesis entitled “The influence of design in the usage of social coupons” of University of Aveiro.

Author information

Authors and Affiliations

  1. Department of Communication and Art, University of Aveiro, Aveiro, Portugal

    Joana Sampaio Correia

  2. Digital Media and Interaction Research Centre, Higher Institute of Accounting and Administration, University of Aveiro, Aveiro, Portugal

    Dora Simões

Authors
  1. Joana Sampaio Correia
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Dora Simões
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Joana Sampaio Correia .

Editor information

Editors and Affiliations

  1. University of Maia - ISMAI, Maia, Portugal

    José Luís Reis

  2. University of La Laguna, Tenerife, Spain

    Eduardo Parra López

  3. Suffolk Business School, University of Suffolk, Ipswich, UK

    Luiz Moutinho

  4. University of Maia - ISMAI, Maia, Portugal

    José Paulo Marques dos Santos

Rights and permissions

Reprints and permissions

Copyright information

© 2022 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Correia, J.S., Simões, D. (2022). Are Colors Emotional Triggers in Digital Branding?. In: Reis, J.L., López, E.P., Moutinho, L., Santos, J.P.M.d. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 279. Springer, Singapore. https://doi.org/10.1007/978-981-16-9268-0_52

Download citation

  • DOI: https://doi.org/10.1007/978-981-16-9268-0_52

  • Published:

  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-16-9267-3

  • Online ISBN: 978-981-16-9268-0

  • eBook Packages: EngineeringEngineering (R0)

Publish with us

Policies and ethics

Search

Navigation