文章基本信息

标题：The impact of color traits on corporate branding
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作者：Wei-Lun Chang ; Hsieh-Liang Lin
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2010
卷号：4
期号：15
页码：3344-3355
语种：English
出版社：Academic Journals
摘要：Aristotle, a famous Greek philosopher, indicated that all perceptions are triggered by witness. Consumers have a first impression of sight memory for products within 0.67 seconds. The first impression dominates 67% of the purchasing process, which comes from colors. This research considers using colors to manifest corporate brand image and charm and believes that inappropriate usage of colors may confuse the corporate brand memory and image. This paper utilizes Birren’s Color Theory to identify each color trait and explore the consistency between color traits of the corporate brand and the vision and goal of corporate identity. The results reveal that color also guides consumers to recognize corporate brands and, corporate brand recognition and image improves purchase and profit.
关键词：Color traits;corporate branding;corporate identity;brand identity