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
Related Articles
- EP ID EP450143
- DOI 10.32836/2521-666X/2018-3-61-6
- Views 160
- Downloads 0
SOCIAL SECTOR MODERNIZATION IN THE INNOVATIONAL ECONOMIC DEVELOPMENT STRATEGIES
Formation and establishment of the public sector in the economy of an innovative type is a complex and multifaceted process. It covers the interests of a large number of industries, institutions, enterprises, and organiz...
РОЗВИТОК КОНЦЕПЦІЇ МІКРОПРУДЕНЦІЙНОГО БАНКІВСЬКОГО РЕГУЛЮВАННЯ В УКРАЇНІ НА ОСНОВІ ЗАПРОВАДЖЕННЯ АНАЛІЗУ БІЗНЕС-МОДЕЛЕЙ БАНКІВ
Визначено та науково обґрунтовано пріоритетні напрями вдосконалення мікропруденційного регулювання на основі запровадження аналізу бізнес-моделей банків. Уточнено зміст поняття “бізнес-модель банку” та її структуру в кон...
STRATEGIC DEVELOPMENT GOALS IN TERMS OF PROGRAM-TARGET METHOD OF BUDGET FUNDS MANAGEMENT
In terms of limited budget funds, the purpose of which is the economic and social development, the issues of improving the budget process, the effectiveness of formation and use of financial flows by strengthening levers...
ОПОДАТКУВАННЯ ПРИБУТКУ ПІДПРИЄМСТВА: ЕВОЛЮЦІЯ, ПЕРСПЕКТИВИ ТА ВІДОБРАЖЕННЯ В ОБЛІКУ І ЗВІТНОСТІ
Розглянуто питання щодо визначення об’єкта оподаткування податком на прибуток підприємств у системі єдиного бухгалтерського (фінансового) обліку. В результаті проведеного дослідження розкрито історичні етапи з оподаткува...
PROBLEMS AND WAYS OF IMPROVING OF REGULATION TOOLS OF BANKING SYSTEM LIQUIDITY
The article considers the actual problem of banking management in Ukraine - ensuring the liquidity of the banking system. It was determined by what operational data it is possible to carry out an analysis of the liquidit...