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INTRODUCTION

 

Brand identity encompasses more than just products, services, or reputation—it is fundamentally shaped by the values and goals of the individuals who comprise the brand. While elements such as colors, logos, and target audience are pivotal in crafting a memorable company image, it is the people within the organization who ultimately imbue it with value.

This paper explores the vital role of dialogue in the selection of brand colors, drawing upon an example of Proakatemia Team company’s collaborative decision-making process. Through open dialogue and introspection, team members deliberated on how they wished their customers to perceive the brand, aligning color choices with team values and aspirations. By engaging in a four-hour dialogue, participants considered diverse perspectives, goals, values, beliefs, and emotions, culminating in an informed decision.

This essay underscores the importance of dialogue in the context of selecting brand colors and shaping organizational identity, supported by research and empirical evidence on the psychological impact of colors on a company’s image.

STRUCTURE OF COLOR BRAND PAJA

 

In order to maximize efficiency, facilitate informed decision-making, cultivate learning, and effectively determine our company’s color scheme, we structured our approach into three distinct sections, each imbued with strategic significance and aimed at achieving specific objectives.

 

 

 

Section 1: Introduction to Color

 

In this section we talked about color history, color impact in various areas and specific color meaning. However, to fully understand and visualize brand identity we ought to take everyone’s previous experiences, background and cultural connotations into detailed consideration.

 

While presenting color use throughout history, color theories and psychological impact, we need to approach a topic with open mind and be prepare for undermining every word that we may say due to various personal experiences and effects that color may have on individuals.

 

 

Color History

 

Throughout history civilizations have found various implementations of color, form healing and improving well-being to attracting attention and art.

 

First use of color was noticed in form of cave art, primary colors were used to present everyday life and as an artistic expression. In ancient Egypt color blue, that reminded them of godlike sky and life-giving river Nile was used as a symbol of fertility. They also painted their sanctuaries in different colors and used them as way of healing treatments (Meyer & Bhikha 2014).

 

Ancient Greeks used color healing, nowadays referred as chromotherapy to heal various injuries, aches and diseases (Meyer & Bhikha 2014).

Aztecs believed that red pigment carried more value than gold itself, they produced the red dye from squashing female cochineal beetle (Meyer & Bhikha 2014).

 

In 1666 Sir Isaac Newton created a color wheel, presenting colors that are harmonious together and primary colors known as: red, blue and yellow. He underlined that theses color can not be made by mixing together any other colors, however we can create different hues by mixing together those three colors in different variations (Meyer & Bhikha 2014).

 

Between 1794 and 1808 Johan Wolfgang van Goethe wrote “Theory of Colors”. In his work he emphasized a few pivotal points for future studies and modern marketing strategies. Through his work we can better understand color symbolism which marketers can leverage to create brand messaging that resonates with their target audience. In addition, Goethe’s emphasis on the subjective nature of color perception highlights the importance of unique branding elements. Marketers can use distinctive color schemes to differentiate their brand from competitors and create a memorable brand identity (Barsan & Merticariu 2016, 3).

 

 

 

 Color Impact

 

Human beings directly react to colors. We enjoy colourful objects, they evoke emotions in us, makes us feel the certain way and even perform better. We can use this knowledge not only in professional environments but also in personal settings or to convey a specific message.

 

Sports Performance. Color in sport convey a very important message-belonging. Being part of a group and sense of identity among the players and their fans. How we would be able to enjoy and support our favourite hockey team if everyone would wear the same black t-shirt? We wouldn’t. We wouldn’t go to the matches and we wouldn’t cheer the team we root for. We wouldn’t feel unity (Barsan & Merticariu 2016, 3).

Color in competitive settings also enhances players visibility, its easier for both, participants and fans to spot each other. This plays a crucial role in teamworking sense improving the whole group performance (Barsan & Merticariu 2016, 3).

 

Application for Therapy. Color is a important determiner of how people interpret their environment, hence humans from the down of history used it in their advantage.

Avicenna, Muslim physician during Islamic Middle Age used color as diagnostic tool, he believed that a person that experiences a nose bleed shouldn’t expose themselves to warm and red-like colors, explaining that it would trigger more of them. He also noticed, now proven, calming effects of color blue. He stated that exposure to blue hue reduces the blood flow, thereby being the remedy for injuries, aches and relaxing muscles (Meyer & Bhikha 2014).

 

Nowadays, we use color healing in two different ways: through sight and body exposure. Sight  exposure consists of looking on various colors and color combinations hoping to elicit desire response while body exposure is proceed by directly reflecting colors on specific body parts (Ohwovoriole 2024)

 

Gaming. Color psychology, being a crucial factor in individuals’ perception of their surroundings, can heighten the sense of immersion among video game players. Leveraging color psychology to induce immersion can result in fewer errors among players, distinguishing it from games that do not integrate such strategies (Roohi & Forouzandeh 2019, 30).

 

Colors in games enhance one’s experience and convey an important meassage- red usually means warning, alert or danger. It’s also proven that bright colors draw attention and evoke excitement in players while darker shades create a sense of mystery and suspense (Barsan & Merticariu 2016, 3).

 

Marketing. Marketers have adeptly utilized colors to convey messages in accordance with evolving trends. Enhancing the visual appeal of brands, advertisements, or products carries significant weight within the marketing sphere. Colors play a pivotal role in facilitating brand differentiation and evoking immediate emotional responses, thereby significantly influencing consumer perceptions and behaviours (Kawasaki & Yamaguchi 2012, 59).

 

Firstly, colors in brand meaning play a pivotal role, as they are imbued with symbolic significance that resonates with target audiences. Each hue evokes distinct emotions and associations, thereby shaping consumers’ perceptions of a brand’s identity and values. Hence, there is a reason why we see a red can and instantly think about Coca-Cola beverage. People see a brand color as a representation of a company, making it an inseparable part of costumer perception on the whole company (Kawasaki & Yamaguchi 2012, 59).

 

Moreover, colors wield a powerful influence in attracting attention amidst a sea of competing stimuli. Color I used to build a visual hierarchy, highlighting important information, but also as marketing strategy to attract our attention. While marketers goal is to attract attention, first there’s need to be an emotional response that color use provides. Whether we are looking for luxury, excitement or calmness ( Kawasaki & Yamaguchi 2012, 59).

 

Vibrant and contrasting colors have been shown to captivate viewers’ gaze more effectively, enhancing brand visibility and recall. Furthermore, the artful combination of colors within marketing materials is essential for achieving visual harmony and conveying coherent brand messages. Whether through complementary or contrasting color schemes, marketers strategically deploy colors to evoke desired emotional responses and convey brand attributes. Mcdonald’s use of red and yellow isn’t accidental, that mix stimulates hunger and sense of urgency, making people feel like they are in a rush, enabling a restaurant to sell more in less time (Shi 2013, 17).

 

Lastly, the consideration of colors on displays is paramount, as digital platforms increasingly dominate modern marketing landscapes. Optimal color choices are essential for ensuring legibility, accessibility, and aesthetic appeal across various digital mediums, thereby maximizing the impact of marketing efforts in the digital realm. Research shows that warm colors are proven to work better form unplanned purchases, whereas cool colors are better fit for planned and thought through buys (Bellizzi et al. 1983).

 

 

Specific Color Meaning

 

Our backgrounds, experiences and cultures make us perceive color in various different ways. However, through considerate dialogue we are able to distinguish boundaries, goals and. In a group discussion we talked about different color meanings in countries around the world.

 

Colors carry diverse meanings across cultures, often symbolizing various emotions, values, and societal norms. For instance, in Western cultures, the color white is often associated with purity, innocence, and cleanliness, while in some Eastern cultures, it signifies mourning and death. Similarly, the color red holds contrasting connotations: in Western societies, it can symbolize passion, love, and excitement, while in Asian cultures, it is often associated with luck, prosperity, and happiness. Blue, commonly linked with calmness and stability in the West, is considered a color of mourning in Iran and is associated with immortality in China. These examples underscore the nuanced and context-dependent nature of color symbolism, highlighting the importance of understanding cultural perspectives when employing colors in various contexts, including branding, marketing, and design (Aslam 2006, 12).

In such discussions, it is imperative to acknowledge and integrate the diverse perspectives and insights of all participants. This includes considering each individual’s valuable opinion, as well as aligning with the overarching goals, values, and target audience of the company. Given the varied experiences and beliefs inherent in any group dynamic, it is essential to address and duly consider these factors. Moreover, the significance of colors extends beyond mere marketing or brand identity, encompassing broader cultural contexts. Colors carry profound meanings within different cultures, underscoring their potential impact on the trajectory of a company’s future endeavors.

 

Section 2: Expectations

 

After a brief introduction, each participant was given the opportunity to express their viewpoints. The aim was not simply to assert individual perspectives, but rather to cultivate an atmosphere conducive to the exchange of ideas. Our collective objective was to elucidate our respective aspirations and visions for the company’s future identity. To achieve this, we engaged in collaborative brainstorming, addressing questions such as how we envision customers perceiving our company, which colors resonate with our values, and which companies serve as inspiration.

 

With most participants possessing limited knowledge of color psychology and its impact on branding, after brief summary at the beginning discussions flowed smoothly, enabling us to gradually clarify our collective vision for the company.

 

In this section, the process of brainstorming proved instrumental not only in decision regarding our brand identity but also in fostering cohesion within our team. Each conversation, opinion expressed, and mutual opening-up contributed to the strengthening of interpersonal bonds. Such interactions hold promise for bolstering our collective performance in the long term, as they facilitate a shared understanding and alignment of objectives among team members.

 

 

Section 3: Dialogue and Ideas

 

In the concluding segment of our session, we presented the group with a selection of ideas curated from their previously identified color preferences, encompassing hues such as dark green, navy blue, maroon, and lilac. Seven distinct color palettes were meticulously assembled, each incorporating at least one of the preferred colors. Subsequently, each team member was tasked with annotating and articulating their opinions regarding the presented concepts.

Throughout this discourse, considerations were made regarding personal preferences, alignment with organizational values, and the resolution of previously posed inquiries.

Finally, an intense dialogue was established that facilitated the evaluation of color combinations recognized as incompatible and the identification of two dominant preferences.

Through respectful dialogue we were able to not only recognize our values and goals but also enhance communication dynamics in our team.

 

 

 

CONCLUSION

Recognized as a valuable tool, dialogue, when utilized effectively, produces positive outcomes. Achieving proficiency in dialogue involves progressing through stages of maturity and vulnerability, essential components for meaningful communication. During our team’s deliberations on brand color selection, we experienced significant growth together.

However, making decisions about brand colors within a diverse team presents challenges. To address this, we conducted thorough research to educate ourselves and others, facilitating mutual learning. This endeavor not only enhanced our understanding of color psychology and its effects but also improved our dialogue skills and appreciation of each other’s perspectives. Through this process, we explored cultural differences in color influences, personal attitudes, and prior knowledge, ultimately strengthening our team’s cohesion and collective knowledge.

 

 

REFERENCES

Aslam, M. M. (2006). Are you selling the right colour? A cross‐cultural review of colour as a marketing cue. Journal of marketing communications, 12(1), 15-30

 

Barsan, V., & Merticariu, A. (2016). Goethe’s theory of colors between the ancient philosophy, middle ages occultism and modern science. Cogent Arts & Humanities, 3(1).

 

Bellizzi, J. A., Crowley, A. E., & Hasty, R. W. (1983). The effects of color in store design. Journal of retailing.

 

Kawasaki, M., & Yamaguchi, Y. (2012). Effects of subjective preference of colors on attention-related occipital theta oscillations. NeuroImage, 59(1), 808-814.

 

Mayer, D. L., & Bhikha, P. R. (2014). The Historical Significance of Colour. Tibbinstitute-A Science of Medicine The Art Of Care.

 

Ohwovoriole, T. (2024, January 12). Color therapy: Definition, types, techniques, efficacy. Verywell Mind. https://www.verywellmind.com/color-therapy-definition-types-techniques-and-efficacy-5194910

 

Roohi, S., & Forouzandeh, A. (2019). Regarding color psychology principles in adventure games to enhance the sense of immersion. Entertainment Computing, 30, 100298.

 

Shi, T. (2013). The use of color in marketing: Colors and their physiological and psychological implications. Berkeley Scientific Journal, 17(1).

 

 

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