消费者色彩偏好对品牌个性构建的影响

随着越来越多的人追求消费的个性化,企业开始重视品牌个性的构建。以往对色彩的研究认为色彩会使消费者产生联想,对消费者的品牌认知产生重要影响。色彩对消费者也具有唤起作用,会促使消费者产生有关色彩个性特征的联想,当色彩的刺激由品牌提供时,消费者会认为该品牌具有色彩联想的个性,并且消费者偏好这一色彩时就会对该品牌产生偏好。企业要通过色彩的运用来构建品牌个性,首先应明确品牌的个性定位,此外还要对目标消费群体的色彩偏好进行调研分析,然后根据调研的结果运用色彩强化品牌个性,构建企业期望的品牌形象。

With more pursuits of personalized consumption, enterprises begin to put more emphasis on the construction of brand personality. Previous researches on color show that color will lead consumers to generate synesthesia which has a great impact on consumers＇ brand awareness. The color also has an arousal effect on consumers, which will prompt consumers to associate the personality characteristics of the color. When the color stimulus is provided by the brand, consumers will recognize that the brand has a personality of color association. Consumers will prefer the brand when the color is favored by customers. When enterprises want to build brand personality through the use of color, the first they should do is to determine the positioning of brand personality. The color preference of targeted consumers also should be investigated. Enterprises could strengthen the brand personality and construct the ideal brand image through the use of color according to previous investigations