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What colors and which category of typefaces help companies generate positive emotions and associations in their consumers when they are exposed to the brand style?

Stolvoort, Y.Z.M. (2020) What colors and which category of typefaces help companies generate positive emotions and associations in their consumers when they are exposed to the brand style?

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Abstract:It is the 21st-century, and the internet allows people to form opinions about brands without ever visiting a store or speaking to an employee. Research shows that color and typeface can have the effect of improving perception as well as heightening emotions. This study aims to investigate whether or not companies can use certain colors and typefaces to enhance perceived positive emotions in the viewer. Additionally, this research will analyze if color and typeface had an influence on the overall positive brand perception and company appeal. Building on the prior research that has been conducted on color and typeface, the research question of this study is: “What colors and which category of typefaces help companies generate positive emotions and associations in their consumers when they are exposed to the brand style?” An experiment was executed by showing 175 participants one of the 3x2 webpage designs of a fictional company in an unknown industry. Warm colors did have a significant effect on perceived trust, contradicting the hypothesis expecting cool colors to have a greater effect on perceived trust (Elliot & Maier, 2014; Sedon, 2009; Lee, Denizci Guillet, & Law, 2018). Additionally, color had a marginally significant effect on perceived emotion. The unexpected or lack of results could potentially be influenced by the global pandemic, Covid-19, and the mood people were in when they participated in the experiment. Therefore it is advised that future research takes place post Covid-19 or the effect of Covid-19 on people emotionally is taken into account.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/81604
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