Analysis of a corporate identity color and its effect on corporate image

Abstract

To investigate an effect of the corporate identity color on the corporate image. Firstly, the influence of corporate identity color on the audience’s memory was observed. Secondly, the effects of color on the corporate image in general purpose and graphic arts industry were observed through visual assessments. Twenty-nine color samples selected from the PCCS color system were employed to assess the feeling of the observer by means of the semantic differential scale questionnaire. The color samples consisted of six hues (Red, Orange, Yellow, Green, Blue, and Purple) varied in four different tones (Vivid, Light, Soft and Deep) and three achromatic samples (White, Grey and Black). The experimental raw data were analyzed to derive the correlations coefficient between visual results and CIE colorimetric values. In addition, a difference between the visual results of general purpose and graphic arts industry was analyzed by using an independent samples t-test. The results showed that the observers were able to recognize the company as a corporate identity color while the interpretation of the corporate images were varied depending on the dimensions of color such as lightness chroma and hue. Moreover, by using independent samples t-test, the corporate image of reliability, service and stability were found to be statistically different at a significant level of 0.05