The Research of Linstorm (2005) showed that 83 percent of people use the line of sight as a receiver to get the message (Linstorm,2005). And according to the seven second color theory in marketing published in1980s in Europe, illustrated that the first of impression of sight memory for products was 0.67 seconds, and first impression accounted for 67%from the color of the buying process. (Wei-Lun Chang* and Hsieh-Liang Lin,2010) There is no doubt that color plays an important role in our lives, and carry different information to us. On the other hand, color create a positive brand image, and 83% of business man believed color chose for brand logo lead to business success. (Wei-Lun Chang* and Hsieh-Liang Lin,2010) At the same time, color have
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Therefore, with the strong passion and interest on color, I chose this content topic about impact of color psychology on fashion corporate brand identity and associated touch points, and through this content review to find out what future research topic will be.
This paper will review the content topic in 4 related area’s lecture and research reading and the 4 areas are following:
1.Overview of Color Psychology
2.Color on Business and Marketing
3.Color affect on Brand Identity
4.Color on Fashion Brand identity and associated touch points
1. An overview of Color Psychology According to the Angela Wright’s book The Biginner’s guide to Color Psychology, color psychology can be defined by the burden of the electro-magnetic actinotherapy of light on human climate and behavior, and not as heavily influenced by culture age, gender as is generally thought. (Write) On the one hand, Elliot and Maier (2014) suggested that color psychology research has been applied in the framework of psychology for decades. (e.g., Katz, & Breed, 1922; Schiller, 1935; Philip, 1945; Walton & Morrison,) However, due to the wide different topics and the limited results so that there are less …show more content…
As for fashion brands, they need to pay more attention on this because the fashion brand is highly symbolic self-expression, and it also shows customer’s lifestyle, personality, and value. (Hameide,2011, Kim,2000) What’s more, fashion managers use varieties of resources like image, emotion to achieve their goal and build relationship between their brand and customers. (Ismail & Spinelli, 2012; Kim, 2000). Therefore, most marketers use different elements like brand logo, packaging to build brand personality (Batra, Lehmann, & Singh, 1993). In addition, the brand logo color is a significant element to influence consumer’s response to brand because color is an important marketing tool to attract new customers to recognize the brand. (Grossman & Wisenblit, 1999; Silayoi & Speece, 2007). Also Color not only communicates product’s information but also show the customers’ first impression of the brand image especially when shopping time is limited. (Bottomley & Doyle, 2006; Silayoi & Speece, 2007). The study investigated when consumers see the brand logo to give the brand personality whether the same meaning as the logo color. (Jessica Ridgwaya and Beth Myersb∗) The study also used Aakers(1977) Brand Personality Scale to learn more about how US customers give brand after see a brand’s logo’s color, and it also different from the product
Therefore, with the strong passion and interest on color, I chose this content topic about impact of color psychology on fashion corporate brand identity and associated touch points, and through this content review to find out what future research topic will be.
This paper will review the content topic in 4 related area’s lecture and research reading and the 4 areas are following:
1.Overview of Color Psychology
2.Color on Business and Marketing
3.Color affect on Brand Identity
4.Color on Fashion Brand identity and associated touch points
1. An overview of Color Psychology According to the Angela Wright’s book The Biginner’s guide to Color Psychology, color psychology can be defined by the burden of the electro-magnetic actinotherapy of light on human climate and behavior, and not as heavily influenced by culture age, gender as is generally thought. (Write) On the one hand, Elliot and Maier (2014) suggested that color psychology research has been applied in the framework of psychology for decades. (e.g., Katz, & Breed, 1922; Schiller, 1935; Philip, 1945; Walton & Morrison,) However, due to the wide different topics and the limited results so that there are less …show more content…
As for fashion brands, they need to pay more attention on this because the fashion brand is highly symbolic self-expression, and it also shows customer’s lifestyle, personality, and value. (Hameide,2011, Kim,2000) What’s more, fashion managers use varieties of resources like image, emotion to achieve their goal and build relationship between their brand and customers. (Ismail & Spinelli, 2012; Kim, 2000). Therefore, most marketers use different elements like brand logo, packaging to build brand personality (Batra, Lehmann, & Singh, 1993). In addition, the brand logo color is a significant element to influence consumer’s response to brand because color is an important marketing tool to attract new customers to recognize the brand. (Grossman & Wisenblit, 1999; Silayoi & Speece, 2007). Also Color not only communicates product’s information but also show the customers’ first impression of the brand image especially when shopping time is limited. (Bottomley & Doyle, 2006; Silayoi & Speece, 2007). The study investigated when consumers see the brand logo to give the brand personality whether the same meaning as the logo color. (Jessica Ridgwaya and Beth Myersb∗) The study also used Aakers(1977) Brand Personality Scale to learn more about how US customers give brand after see a brand’s logo’s color, and it also different from the product