A Study on the Effects of Brand Identity Colors on Consumer Perception

Abstract

Today, as individual emotions are diversified and segmented, industries are trying to establish brand identity appealing to consumers with various sensibilities. Color is recognized as the most appropriate tool for building brand identity, and its importance is becoming more important. Brand identity color not only induces change in emotions by associating with consumers when they purchase a product, but experience with brand image such as taste and touch is affected by color and gives impact to consumer's purchase psychology. Brand color shows original characteristics of the brand and consumers are reminded of it's image. From this point of view, the researcher will select, research, and analyze the top five coffee specialty brands according to The Brand Reputation Index of May 2019, and investigate the relationship and effects on customer satisfaction focusing on compliance between brand identity color and color that consumers are reminded of.