Thesis Abstract

Abstract
Color psychology plays a crucial role in branding, influencing consumer perceptions, emotions, and behaviors. This thesis explores the impact of color psychology in branding, aiming to understand how colors are strategically used in marketing to create brand identity and communicate brand messages effectively. The research delves into the psychological associations of different colors, examining how they evoke specific emotions and influence consumer decision-making processes. Through a comprehensive literature review, this study identifies key theories and empirical studies related to color psychology and branding. The research methodology involves both qualitative and quantitative approaches, including surveys, interviews, and case studies to gather data from consumers and branding experts. The findings reveal that colors have a significant influence on brand perception, with specific colors eliciting positive or negative emotions and shaping brand personality traits. Furthermore, the study highlights the importance of color consistency and coherence in branding strategies to enhance brand recognition and loyalty. The conclusion summarizes the key findings, implications, and recommendations for marketers and brand managers to leverage color psychology effectively in branding strategies. This thesis contributes to the existing body of knowledge on color psychology in branding and provides practical insights for enhancing brand communication and engagement with consumers.

Thesis Overview

"The Impact of Color Psychology in Branding" research project aims to explore the significant role of color psychology in shaping consumer perceptions and behaviors towards brands. This study will delve into how colors can influence brand identity, consumer preferences, and purchase decisions. By investigating the psychological and emotional responses elicited by different colors, the research seeks to provide valuable insights for marketers and brand managers in effectively utilizing color strategies to enhance brand communication and engagement with target audiences. Through a comprehensive literature review, research methodology, data analysis, and discussion of findings, this project aims to contribute to a deeper understanding of the impact of color psychology on branding strategies and offer practical implications for businesses to optimize their branding efforts.