The survey of color in a logo: focusing on brand's personality / Leirene Ejul

The goal of this study was to (1) identify brand's personality from the color being used in a logo, (2) examine color's associations that consumers make from the color used in a logo, and (3) to study the level of appropriateness of color in a logo. The participants were recruited for the study through the technique of snowball sampling via Facebook. The survey was distributed over the course of three weeks and 249 usable responses were collected. Furthermore, the data of this study are collected by using two methods which are primary and secondary data. In line with that, this study also using Statistical Package for Social Science (SPSS) software in order to analyze the data that have been collected. For hypothesis one, the findings of this study shows that participants do not apply conventional color associations to colors that were used within a logo. While for hypothesis two, participants are associating several of 42 personality traits that are defined by Aaker (1997) with 6 colors that have been used in this study which are blue, green, pink, red, yellow and purple. The findings shows that color blue are attributed with feminine trait, color green with down-to-earth trait, color pink with technical trait, color red with sincere trait, color yellow with charming trait and color purple with cool trait. Therefore, color in logos plays a significant role in the way in which the consumers perceive a brand's personality, create an association and to be able to measure the appropriateness.