PENGARUH WARNA LOGO BRANDTERHADAP BRAND PERSONALITY
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Keywords:
Brand Personality, Brand, Color, Brand Logo
Abstract
Abstract - Brand personality is one of the most effective communications and promotion tool, which has the ability to establish consumer loyalty. Hence, it should be “designed” by utilizing the brand logo. Brand logo, particularly its color, can be manipulated to establish certain brand personality dimensions which can also attract the consumers. This research’s aim is to find further impact of logo colors towards brand personality. According to the results, it was found out that yellow color affects the construction of excitement and sincerity dimensions of brand personality. White color has the ability to affect the construction of peacefulness and sophistication dimensions. Meanwhile, the competence dimension is affected by four colors, blue, black, red, and white. However, the green colored logo wasn’t affecting any brand personality dimensions. These colors were associated with certain characteristics representing certain brand personality dimensions. Discerning the color’s impact towards brand personality, both logo designer and corporations might take a proper logo color application into consideration for creating or designing a brand logo that match its brand personality.
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References
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Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727
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Paivio, A. (1969). Mental imagery in associative learning and memory.Psychological review, 76(3), 241.
Plass, J. L., Heidig, S., Hayward, E. O., Homer, B. D., & Um, E. (2013). Emotional design in multimedia learning: Effects of shape and color on affect and learning. Learning and Instruction, 29, 128-140.
Plummer, J. T. (1985). Brand personality: A strategic concept for multinational advertising. In Marketing Educators' Conference (pp. 1-31). New York, NY: Young & Rubicam.
Saito, M. (1996). A comparative study of color preferences in Japan, China and Indonesia, with emphasis on the preference for white. Perceptual and Motor Skills, 83(1), 115-128.
Schaffhuser, K., Allemand, M., & Martin, M. (2014). Personality traits and relationship satisfaction in intimate couples: Three perspectives on personality. European Journal of Personality, 28(2), 120-133.
Seimiene, E., & Kamarauskaite, E. (2014). Effect of brand elements on brand personality perception. Procedia-Social and Behavioral Sciences, 156, 429- 434.
Seniati, L., Yulianto, A., & Setiadi, B. N. (2011). Psikologi eksperimen. Jakarta: Indeks.
Sulandari, S., Wijayanti, M., & Sari, R. D. P.(2017). Religious Activity: An Alternative To Achieve Happiness In Later Life. Journal of Education and Social Sciences 6(2). 55-64.
Veraksa, A. N. (2013). Symbol as a cognitive tool. Psychology in Russia: State of the Art, 6(1).
Wang, R. (2010). Symbolism---The Main Artistic Style of Katherine Anne Porter’s Short Stories. English Language Teaching, 3(3), 95.
Weiten, W. (2013). Psychology Themes and Variations (International Edition) (9th ed.). Singapore: Cengage Learning.
Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts. Journal of personality and social psychology, 81(3), 492.
Babolhavaeji, M., Vakilian, M. A., & Slambolchi, A. (2015). Color Preferences Based On Gender As a New Approach In Marketing. Advanced Social Humanities and Management, 2(1), 35-44.
Binfet, J. T. (2015). Not-so Random Acts of Kindness: A Guide to Intentional Kindness in the Classroom. International Journal of Emotional Education, 7(2), 49-62.
Bottomley, P. A., & Doyle, J. R. (2006). The interactive effects of colors and products on perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63-83.
Bridges, J. S. (1993). Pink Or Blue. Psychology of Women Quarterly, 17(2), 193- 205.
Carvalho, L. M. M. D. (2011). The Symbolic Uses of Plants. Ethnobiology. New Jersey: John Wiley & Sons, 351-69.
Clarke, T., & Costall, A. (2008). The emotional connotations of color: A qualitative investigation. Color Research & Application, 33(5), 406-410.
Diamantopoulos, A., Smith, G., & Grime, I. (2005). The impact of brand extensions on brand personality: experimental evidence. European Journal of Marketing, 39(1/2), 129-149.
Farahani, L. M., Motamed, B., & Jamei, E. (2016). Persian Gardens: Meanings, Symbolism, and Design. Landscape Online, 46.
Farcas, C. P., Cristea, V., Farcas, S., Ursu, T. M., & Roman, A. (2015). The symbolism of garden and orchard plants and their representation in paintings (I). Contributii Botanice, 50.
Farhat, R., & Khan, B. M. (2011). Importance of brand personality to customer loyalty: A conceptual study. New media and mass communication, 1(1), 4-10.
Grohmann, B., Giese, J. L., & Parkman, I. D. (2012). Using type font characteristics to communicate brand personality of new brands. Journal of Brand Management, 20(5), 389-403.
Hynes, N. (2009). Colour and meaning in corporate logos: An empirical study. Journal of Brand Management, 16(8), 545-555.
Karniol, R. (2011). The color of children’s gender stereotypes. Sex Roles, 65(1-2), 119-132.
Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.). New Jersey: Pearson Education, Inc.
Kohli, C., Suri, R., & Thakor, M. (2002). Creating effective logos: Insights from theory and practice. Business Horizons, 45(3), 58-64.
Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727
Müller, B., & Chandon, J. L. (2003). The impact of visiting a brand website on brand personality. Electronic Markets, 13(3), 210-221.
Paivio, A. (1969). Mental imagery in associative learning and memory.Psychological review, 76(3), 241.
Plass, J. L., Heidig, S., Hayward, E. O., Homer, B. D., & Um, E. (2013). Emotional design in multimedia learning: Effects of shape and color on affect and learning. Learning and Instruction, 29, 128-140.
Plummer, J. T. (1985). Brand personality: A strategic concept for multinational advertising. In Marketing Educators' Conference (pp. 1-31). New York, NY: Young & Rubicam.
Saito, M. (1996). A comparative study of color preferences in Japan, China and Indonesia, with emphasis on the preference for white. Perceptual and Motor Skills, 83(1), 115-128.
Schaffhuser, K., Allemand, M., & Martin, M. (2014). Personality traits and relationship satisfaction in intimate couples: Three perspectives on personality. European Journal of Personality, 28(2), 120-133.
Seimiene, E., & Kamarauskaite, E. (2014). Effect of brand elements on brand personality perception. Procedia-Social and Behavioral Sciences, 156, 429- 434.
Seniati, L., Yulianto, A., & Setiadi, B. N. (2011). Psikologi eksperimen. Jakarta: Indeks.
Sulandari, S., Wijayanti, M., & Sari, R. D. P.(2017). Religious Activity: An Alternative To Achieve Happiness In Later Life. Journal of Education and Social Sciences 6(2). 55-64.
Veraksa, A. N. (2013). Symbol as a cognitive tool. Psychology in Russia: State of the Art, 6(1).
Wang, R. (2010). Symbolism---The Main Artistic Style of Katherine Anne Porter’s Short Stories. English Language Teaching, 3(3), 95.
Weiten, W. (2013). Psychology Themes and Variations (International Edition) (9th ed.). Singapore: Cengage Learning.
Published
2018-03-01
Section
Bidang Psikologi (IN)
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