A study on brand personality: Consumers perceptions of colours used in fashion brand logos

Creating a likeable, relatable brand personality is one way that fashion brands can connect with consumers and increase profits. However, few studies have investigated how consumers perceive personality traits from a fashion brand's marketing communications. The colour used in marketing communications is a powerful tool that helps consumers to make inferences about fashion brands. The purpose of this study was to investigate whether, upon exposure to a brand logo, consumers will assign personality traits to the brand that correspond with commonly held colour associations. An online survey was conducted with a national sample to test the hypotheses of the study. Findings indicated that consumers attributed brand personality traits to brand logo colours according to commonly held colour associations for some of the colours in the study. Knowing how consumers perceive the colours used in brand logos will help marketers to convey the appropriate brand personality traits of their brand.