The psychology of color in branding

Subject: Communications and Media
This is for my english class- 21st century studies: media and the critical eye. My final project is on the psychology of color in branding.

Color is one of the most important factors in influencing consumer-buying behavior. Color evokes emotion, both positive and negative, as colors remind consumers of similar things. While color is only one element of branding, it is the entire package that will effectively reach the target audience.

Some proposed activities I want to talk about are:
1. Color by Industry- Visit “Big Box retailers” (home improvement, grocery, department stores, entertainment) and identify dominant color themes in each industry.

2. Color by Region- Explore cultural influence on color of 3-5 multi-national companies (i.e. Coke, Pepsi, McDonalds).

3. Color by History- How trends and world events have impacted the use of color and brand identity.

Research on these three topics included in the essay.


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