Corpus ID: 56090324

The impact of color traits on corporate branding

  title={The impact of color traits on corporate branding},
  author={Wei-Lun Chang and Hsieh-Liang Lin},
  journal={African Journal of Business Management},
  • Wei-Lun Chang, Hsieh-Liang Lin
  • Published 2010
  • Economics
  • African Journal of Business Management
  • Aristotle, a famous Greek philosopher, indicated that all perceptions are triggered by witness. Consumers have a first impression of sight memory for products within 0.67 seconds. The first impression dominates 67% of the purchasing process, which comes from colors. This research considers using colors to manifest corporate brand image and charm and believes that inappropriate usage of colors may confuse the corporate brand memory and image. This paper utilizes Birren’s Color Theory to identify… CONTINUE READING
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