Abstract
Color is one of the major influences on consumers’ willingness to purchase products. The color conforms to the brand’s personality and image to highlight the brand’s characteristics and influence the consumer’s perception and purchase behavior. Therefore, the purpose of this study is to investigate whether the average consumer can identify different brands by color. In this study, two lipstick brands were investigated, including: French Dior and Japanese-style plant village show, 29 colors, using semantic difference method, to investigate 12 experts and 18 novices on the brand color differences and the degree of connection. The results show that the cognitive standard of brand color is different between them. The color discrimination and sensitivity of the subjects with design background were more common than those of the subjects, indicating that the educational background might affect brand recognition. This result may provide the designer’s reference to the marketing color plan.
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Wang, CY., Liu, PJ., Chung, YH., Chen, YT. (2020). Experts and Novices on the Recognition and Cognitive Differences of Brand Color. In: Goonetilleke, R., Karwowski, W. (eds) Advances in Physical Ergonomics and Human Factors. AHFE 2019. Advances in Intelligent Systems and Computing, vol 967. Springer, Cham. https://doi.org/10.1007/978-3-030-20142-5_18
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DOI: https://doi.org/10.1007/978-3-030-20142-5_18
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