Affecting people by colors in brand awareness for sales purposes
Koskinen, Kiira (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060214678
https://urn.fi/URN:NBN:fi:amk-2022060214678
Tiivistelmä
The purpose of this thesis is to provide an understanding of the effectiveness of colors in brand awareness. The goal is to find the answer to the research question “How colors can affect brand awareness”.
Three main themes are covered in the theoretical framework: color psychology, the term brand, and sensory marketing.
The methodology consisted of qualitative research with semi-structured interviews. Five Finnish men and five Finnish women were selected between the ages of 20 to 60 to reflect a range of life situations and income levels.
The results revealed some new insights but also expected outcomes. Most of the respondents saw color-emotion associations the same way, regardless of gender or age. Some similarities were seen between the answers for package design. The only major difference between the genders was in trying new brands; men relied mostly on recommendations from friends, while women were more sensitive to marketing alone.
To succeed in sensory marketing, the color-emotion association must be strong, unique, and different. Also, it is suggested to take into consideration the possible gender of the target audience, since women tend to be more sensitive to marketing, while men tend to trust recommendations more.
Three main themes are covered in the theoretical framework: color psychology, the term brand, and sensory marketing.
The methodology consisted of qualitative research with semi-structured interviews. Five Finnish men and five Finnish women were selected between the ages of 20 to 60 to reflect a range of life situations and income levels.
The results revealed some new insights but also expected outcomes. Most of the respondents saw color-emotion associations the same way, regardless of gender or age. Some similarities were seen between the answers for package design. The only major difference between the genders was in trying new brands; men relied mostly on recommendations from friends, while women were more sensitive to marketing alone.
To succeed in sensory marketing, the color-emotion association must be strong, unique, and different. Also, it is suggested to take into consideration the possible gender of the target audience, since women tend to be more sensitive to marketing, while men tend to trust recommendations more.