A good communication is a strategic marketing issue for all companies. This communication can be led through several assets such as logos. A well-built logo allows company’s identification in a world which is surrounded by brands. The logo consists in two key aspects: shape and colour. This paper proposes a reflexion concerning the use of colours in marketing following all the factors that affect it such as trends, culture and values. The study of companies’ logos colours may lead to a model which could help companies to decide on the colours they will use according to the message they want to transmit to the target population. After studying three hundred logos of companies all over the world, some clusters appear which gather companies sharing the same colours usage, values, culture and time vision through their logos. This reflexion leads to a set of colours trends which can be followed by companies afterwards.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-26119 |
| Date | January 2014 |
| Creators | Proust, Marine, Di Folco, Maëlle |
| Publisher | Högskolan i Halmstad, Högskolan i Halmstad |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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