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This study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.

Focus group interviews and open-ended questions were used initially to create items for the survey. After excluding insincere responses, 781 responses to the questionnaire were used for the analysis. Structural equation modeling was performed to test the hypotheses.

The results reveal that sub-factors that comprise the color identity construct are closely related to the components of brand association. All components of brand association, including brand attribution, brand benefits and brand attitude, were shown to have a positive impact on brand self-identification. In turn, brand self-identification was shown to have a positive impact on brand loyalty.

The generalizability of the study’s findings is limited insofar as only three components of the visual identity of the airline company under study – its logo, airplane exteriors and cabin attendants’ uniforms – were used for the color image analysis.

In marketing, color choices play a critical role in building brand identity as they positively affect a company’s brand association in consumers’ minds. Previous studies on airline brands have focused mainly on systematic factors related to service, prices and scheduling.

Regarding brand identity, color is an important factor in visual communication. Among the psychological functions of color, it has a communication function that can most directly and effectively deliver message and meaning of a company to consumers.

The Lüscher colour test is used to compare colour associations in China, South Korea, Japan and the United States. Respondents were asked which colour they associate with words such as expensive, happy, love and dependable. They were also asked to relate the colours to countries, such as Italy and France; institutions, such as restaurants and theatres; and product packages, such as a soft drink label and a box of headache remedy. The findings show that, while some colours seem to show cross‐cultural consistency, other colours, such as purple and grey, hold opposite meanings in different cultures.

Marketing practitioners know that a product’s color may play an important role in a consumer’s purchase decision, but may not be familiar with the empirical research that has been conducted in this area. The purpose of this paper is to apply an associative learning framework to the color literature to help understand consumer color choices. Specifically, the principles of classical conditioning, a form of associative learning, will be used to make suggestions to practitioners who wish to create or change color associations for their products. The implications of the findings from the color literature are discussed.

The purpose of this study is to examine if consumers have substantially common color preferences in hospitality uniforms for destination brands. Employee uniforms with their dimensions of style, material and color are a crucial part of the coordinated brand message of a business or a destination; however, this has been a void in tourism and hospitality literature. Current visitors to Hong Kong were studied using intercept surveys in four different groups controlling for potential confounding factors. Although results reveal the common perception and preference for black-white-formal uniforms for Hong Kong’s hospitality industry across different treatment groups as well as different cultural groups, implications and discussions are provided as a call for further research in this venue of inquiry.

This is a cross-sectional study using a site intercept survey with structured questionnaires on Chinese and international travelers in Hong Kong. Four different surveys were used as different treatments for four groups of respondents that were randomly assigned into each group. Each group was presented with a different default pair of male and female uniform pictures for the initial evaluation on the first page of the survey, followed by a list of uniforms with different colors and styles on the second page of the survey to select and evaluate their own pairs of male and female uniforms.

Results revealed that consumers’ general favorite colors may not apply to their preferences for the employee uniforms for a destination they visit. Also, there were similarities in the favorite color and choice uniform color for the three general culture groups, such as Chinese, Asia-Pacific and Western consumers, included in the study. Besides, findings implied that Hong Kong may be a strong brand with a uniform color preference for hospitality uniforms for different consumer segments.

This study needs to be considered as an exploratory attempt to bring researchers’ attention to the several questions still to be answered by future research. The results and discussions provided in this study are beyond being robust or conclusive; insights about potential brand connotations with employee uniform colors need to be taken as potential leads for future studies because there is a need for further study in this area.

The importance of hotel employee uniforms for quality hotel experience was the highest for the Chinese group, whereas it was the lowest for the Western group. Chinese and Asia-Pacific respondents placed more importance on uniforms as a cue for a quality hotel experience, which signal a higher level of involvement in visible cues in the consumption environment. Hence, hotels as well as destinations catering to these groups need to take their market segment preferences into consideration before making decisions about brand cues for their products.

There is a lack of attention to the color aspect of service encounter in tourism and hospitality literature. Therefore, color needs attention from researchers as a new venue of research in tourism and hospitality, especially in the tourism destination context. This study is a spearhead to generate interest by intriguing questions for future attention from researchers.

The purpose of this paper is to identify the chromatic approaches in dynamic brand identities, describing and analysing new trends, patterns or shared strategies which seem to be taking place and renunciating the consistent use of corporate colours in some brands.

The research consisted of a qualitative visual content analysis, based on the comparison and scrutiny of 50 dynamic visual identities, verifying the changes that their colours would undergo in their numerous forms of representation and the symbolic associations these would carry. This analysis was performed using three different studies.

The results show that colour in dynamic brands does not follow any consistent pattern regarding its application and none of the most common colour harmonies seem to be an obvious strategic preference.

This research provides insights for brand managers to look at how this dynamic positioning can be successfully implemented without affecting recognition whilst establishing or maintaining customer loyalty, and for brand designers and marketers to clarify how brand guidelines will explain the usage of such colourful approaches.

This paper is a contribution to the knowledge of how a traditional visual element such as colour is being combined, deconstructed and reassembled in the context of modern visual identities. Three patterns are identified, and two of them draw attention to the apparent unnecessity of colour consistency and the way this may affect the relevance of colour in transmitting certain meanings.

The overall purpose of the study is to identify the gender differences in color preferences for different types of interior space in the residential built environment in Prishtina, Kosovo. Additionally, the purpose of the study is also to identify the gender differences in the emotions that various colors trigger in occupants of the mainly residential built environment.

The present study uses a quantitative study and χ² test to analyze whether the variables formulated by study hypotheses are dependent on gender. The data are gathered by a questionnaire to measure the color preferences of the respondents. The study uses a questionnaire with eight questions that were distributed to 303 respondents using the stratified probability sampling, using gender as the main stratum for probability sampling.

The study finds that there are no gender differences in color preferences for home lighting, living room, bedroom, study room and children’s rooms in the residential built environment. The study also finds that there is a gender difference in color preferences that trigger emotions of tranquility, stability and security and warmth and pleasure in both male and female respondents.

The implications of this study are that real estate and facility management firms must conduct marketing research to identify the color preferences for both housing interior and exterior depending on the different local cultural backgrounds of clients. Firms must provide training for real estate agents on the color preferences of clients for various types of spaces and the differences that may exist based on gender but also other variables.

The present study is the first quantification of gender differences in color preferences of the residential built environment in the capital city of an understudied region such as Kosovo.

This paper aims to explore how color-based visual sensation affects people’s judgment of other people and their environment. The authors focus primarily on uncovering the causal mechanism in which such effect is mediated by warmth stereotype.

The authors used data collected from experiments and field surveys in the USA and South Korea.

Pilot study shows that an anonymous person against a warm color background (vs neutral and cold color background) is perceived to be one with warmer personality. Study 1 shows that warm (vs neutral) color in advertising increases a perceiver’s warmth stereotype and trust and, consequently, a favorable attitude toward the advertiser. Study 2 shows that color-based warmth of an e-commerce website increases a web user’s warmth stereotype and trust of the website and higher intention to purchase. Study 3 shows that the nurses’ perception of warmth from a hospital’s ambient color affects their favorable judgment of the hospital and intention to take on an extra role. Importantly, all effects observed across studies were mediated by the activation of warmth stereotype.

The findings provide practical guidelines to companies for the usage of colors in crafting advertising artifacts, designing a website and creating a workplace environment to induce positive attitudes and motivations toward each target.

The extant research on warmth experiences focuses on tactile sensation as a key independent variable and transient mood as a dominant mediator. This study extends the stream of research by adopting perceived visual sensation as an independent variable and warmth stereotype as a new mediating construct.

The aim of this paper is, by using a semiotic approach to marketing, to evaluate the role of color and its influence on the choice behavior of children with regard to products where flavor is represented by color.

The study was carried out as an experiment with children aged between 7 and 11 years of age.

The study showed that the color codes of the market are not used very much by children to make their product choice and also that the influences of metonymical logic (color of the component responsible for the flavor) and aesthetics (favorite color) dominate this choice. In a choice situation, flavor preference prevails more often over color preference.

From an academic point of view, this paper informs the studies in sensory marketing used in the children's market. In particular, it enhances the work on the impact of color on children's decision‐making process. From a methodological point of view, it adds to the range of experimental designs used to research the child target.

Studies on color preferences for different types of spaces are scarce and show ambiguous results. This paper aims to present data about preferred colors for two work environments: the office and a meeting room, and two residential spaces: the living room and the bedroom. The authors also explore whether people with different personal characteristics of gender, age, education and type of person have different color preferences.

The data were collected by means of a questionnaire that was distributed among 1,077 Dutch people.

The color white was most frequently mentioned as the preferred color, by 32-44 per cent of all male respondents and 28-38 per cent of all female respondents, dependent on type of space. The choice “no color preference” rated high as well: by 11-22 per cent of men and 7-22 per cent of women. Preferred colors showed to be significantly different for different types of spaces, males and females, different age groups, level of education and type of person.

The research took place in the Netherlands, so only Dutch color preferences have been collected. Due to the many influencing factors, only a selection of the conceptual model could be empirically tested.

Information about color preferences for different types of spaces can support clients, end users and (interior) architects to create environments that people like, which may influence peoples’ well-being in a positive way. It is suggested to apply colors in the built environment more like nature shows.

Until now, no information was available about color preferences for different types of spaces in connection with different types of personalities.

The purpose of this paper, conducted within an emerging market context, was to investigate the influence of colour in packaging on the purchase intent of consumers for bottled water. Colour, whether in branding or packaging, has always been an important attribute in attracting the attention of consumers. For years, bottled water packaging has largely centred on the colours blue and white. The study looked into the effect of cold colours, warm colours and neutral colours on the purchase intent for bottled water. It also analysed the influence of the demographic variables of age group, gender, language and income group on colour preferences of the product.

An experimental design was utilised for the purposes of this study. Data were collected by means of a mall intercept survey of South African consumers within suburban supermarket stores.

The findings determined that while consumers appear somewhat indifferent between colours, there is a greater preference for neutral colours as opposed to cold and warm colours in bottled water packaging. It was also determined that income has a significant influence in colour preference for bottled water, with lower income groups preferring cold and warm colours and higher income groups preferring neutral colours.

This suggests that marketers of bottled water ought to pay close attention to these signals and optimise packaging accordingly. In particular, this study suggests that tailored coloured packaging can be used to target specific income groups in a more appropriate manner. This is particularly pertinent in an emerging market context, where income disparities are extremely prevalent. Small- and medium-sized enterprises (SMEs) and entrepreneurs can seize this opportunity to introduce niche products and stimulate innovation in a relatively stagnant marketplace.

As discovered in the course of this research, few studies have been undertaken to examine the effect of colour in packaging in the context of emerging markets and, notably, sub Saharan Africa. As such, the authors believe this is a significant contribution to the knowledge base. It is hoped that the results of this study will assist marketers, SMEs and entrepreneurs in improving understanding of how colours differentiate a product, particularly in a commodity merchandise category such as bottled water, the knowledge of which may be leveraged to tailor the positioning in the market.