Research on product color design decision driven by brand image

• Published in: Color research and application Vol. 45; no. 6; pp. 1202 - 1216
• Main Authors: Zhang, Xinxin, Yang, Minggang, Su, Jianning, Yang, Wenjin, Qiu, Kai
• Format: Journal Article
• Language: English
• Published: Hoboken, USA John Wiley & Sons, Inc 01.12.2020; Wiley Subscription Services, Inc
• Subjects: Blindness; Brand image; Color; color brand image; Color imagery; gray theory; Kansei engineering; Licensed products; Market positioning; trend prediction; Trends; user's emotional demands

As one of the most important visual characteristics in a product system, color can arouse the user's emotional demands quickly. Due to the complexity of the user's emotional needs mining process, it can be expressed by color image adjectives. Meanwhile, product color trends that meet the u...