THE EFFECTS OF COLOR DESIGN ON LUXURY BRAND EVALUATIONS

Abstract

This report explores the significance of color in marketing, particularly within branding and design. Brands strategically leverage colors to establish deeper connections with consumers and differentiate themselves in the market. As the article underscores, a brand encompasses the totality of consumers' associations, emotions, perceptions, and attitudes towards both the tangible and intangible aspects of a company, product, or service. Across diverse sectors like retail, food and beverage, home improvement, and pharmaceuticals, color plays a strategic role in capturing consumer attention, conveying brand personality, and fostering loyalty. Recent decades have witnessed both international brands (Unilever, Nestlé, Marico) and domestic stalwarts (Pran, Randhuni, Ruchi, Teer, Fresh) achieve remarkable success in Bangladesh's FMCG market by understanding and responding to consumer needs. The landscape has even shifted, with multinational giants like Unilever now producing 95% of their local portfolio within the country, while certain domestic brands like Pran, Randhuni, and Ruchi have expanded their reach beyond national borders. Historically, studies from the 1980s highlighted the monetary value of consumer-brand relationships, prompting brands to delve deeper into the science of color and its undeniable influence. Color-emotion pairings are processed neurologically, shaping consumer decision-making. Brands and consumers alike deliberately select colors with specific connotations in mind; vibrant hues for a youthful image, for instance, or black and purple for sophistication. The report emphasizes the importance of color design, particularly in product selection where factors like brand identity, target audience, and product purpose play a pivotal role. However, it acknowledges that color interpretation is inherently subjective, influenced by cultural nuances and personal preferences. This opens the door for designers with expertise in color theory to offer valuable service to clients. Beyond color, the report delves into the psychological factors that shape brand evaluations, including age, personality, lifestyle, and values. It further extends the discussion to encompass socio-cultural influences like family, reference groups, role and status, culture, religion, race, and anthropological factors. Notably, the report posits anthropology as a valuable framework for understanding consumer behavior in the marketing field. Finally, a dedicated section unpacks the diverse interpretations of different colors, highlighting associations like red with passion, yellow with hopefulness, green with vitality, and blue with stability. The report underscores the importance of understanding tint, shade, tone, and hue to create effective color palettes that resonate with consumers, evoke emotions, build genuine connections, and ultimately, positively influence consumer behavior.