Colors and Brand Personality : Shades of Blue for Competent Cosmetic Brands

This study attempts to gain a deeper understanding of the complex relationship between the brand color and brand personality perception by the customers. Combining data from a survey with accurate measurement of brand colors, a disaggregation analysis has been employed to identify how each component of brand color (hue, saturation, and brightness) can form customers’ perception of a brand personality, also to discover the relative contribution of each component in such perception