MEANING OF COLOR IN THE FORMATION OF THE ENVIRONMENTAL BRAND VISUAL CONCEPT
Journal Title: Науковий погляд: економіка та управління - Year 2018, Vol 3, Issue 61
Abstract
The article analyzes the basic principles of developing a color scheme for creating an effective visual concept for an environmental brand. The popularity of environmental goods continues to grow, which also means increasing the need for studying approaches to the formation of an environmental brand. For this purpose the importance of the correct approach for choosing color of an environmental brand is determined. Studying the associations that arise in the consumer because of the brand color concept, allowing us to better understand consumer preferences, values, reasons for choosing a product among analogues. So the process of the emergence of associative series among consumers as a result of psychological and emotional reaction to the visual components of the brand is considered. Environmental goods and services are present today in almost every industry and can significantly vary by destination and positioning. The color of the brand also serves as a reflection of the company’s values and benefits, which should meet the needs of the target audience. The reasons for choosing a color scheme depending on the type of environmental brand are substantiated. The symbolic value of the color of the environmental brand is interpreted based on the judgment of the buyers and the possible consequences of its use. Creating the ethical impressions based on visual components will be critical to companies that offer environmental goods and services. The brand can be a prime factor for customers who want to buy products that are safe for the environment and become part of the overall goal of achieving the concept of sustainable development and sustainable consumption in particular. The influence of color on the formation of ethical judgments of consumers when choosing a trade mark is described.
Authors and Affiliations
Іryna Blazhey
Keywords
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- EP ID EP450143
- DOI 10.32836/2521-666X/2018-3-61-6
- Views 145
- Downloads 0
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