The meaning of colors in marketing
Thesis title: | Využití barev v marketingu |
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Author: | Kváčová, Monika |
Thesis type: | Bakalářská práce |
Supervisor: | Zeman, Jiří |
Opponents: | Fialová, Jitka |
Thesis language: | Česky |
Abstract: | Cílem této práce bylo prozkoumat preference barev z mezikulturního hlediska (včetně barevných kombinací) a také významy a hodnoty spojené s různými barvami, aby se posílila marketingová komunikace a aby bylo možné vytvořit si výhodu na trhu. Práce je rozdělena na dvě části - teoretickou a praktickou. Teoretická část se nejprve zabývá Barvou a lidským chování, dále mezikulturními významy, asociacemi a preferencemi a poté marketingovým výzkumem barev. Praktická část se zabývá autorčiným výzkumem a jeho výsledky |
Keywords: | barevné kombinace; Barva; prostředí; produkt; podniková image; identita značky |
Thesis title: | The meaning of colors in marketing |
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Author: | Kváčová, Monika |
Thesis type: | Bachelor thesis |
Supervisor: | Zeman, Jiří |
Opponents: | Fialová, Jitka |
Thesis language: | Česky |
Abstract: | Colour is an integral part of products, services, packaging, logos, and other collateral and can be an effective means of creating and sustaining brand and corporate images in customers' minds. Through eleven countries -- eleven different cultures from South, North, Central and Eastern Europe, North America, Asia and Africa, the study explores subjects' preferences for different colours (indicating the favourite one) as well as various colour combinations. Moreover, it investigates the meaning associations with an assortment of nine colours -- white, yellow, orange, red, blue, green, purple, brown and black. The results show cross-cultural patterns of both similarity and dissimilarity in colour preferences and colour meaning associations. The search for a "universally attractive" colour and colour combination point out to the colour blue and the blue-white colour combination that replicates the "blue phenomenon". However, it is suggested that every single colour communicates very unique messages that need to be understood in the first place before using the colour for any kind of marketing communication. The circumstantial findings imply that age and globalisation influence significantly the investigated topic of colour meanings and preferences. |
Keywords: | colors; environment; image of company; brand identity; product; Combinations of colors |
Information about study
Study programme: | Mezinárodní ekonomické vztahy/Mezinárodní obchod |
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Type of study programme: | Bakalářský studijní program |
Assigned degree: | Bc. |
Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
Faculty: | Faculty of International Relations |
Department: | Department of Retailing and Commercial Communications |
Information on submission and defense
Date of assignment: | 9. 11. 2010 |
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Date of submission: | 30. 4. 2011 |
Date of defense: | 20. 6. 2011 |
Identifier in the InSIS system: | https://insis.vse.cz/zp/28721/podrobnosti |