Examining the Congruence Between the Symbolic Meanings of Brand Logo Colors and Apparel Brand Personality (Case Study: Alzahra University Students)

Document Type : Original Article

Authors

Department of Fashion and Textile Design, Faculty of Art, Alzahra University, P.O. Box:1993893973, Tehran, Iran,

10.30509/jcst.2026.167796.1285

Abstract

The clothing industry is not solely based on the design and production of products; rather, brand identity and personality play an important role in consumers’ purchasing decisions and behavior. Among the various elements of visual brand identity, logo color can influence consumers’ perceptions of brand personality. Therefore, this study aimed to investigate the degree of congruence between the concepts perceived from colors independently and the perceived personality of clothing brands using the same colors in their logos. The study employed a field-based, descriptive-analytical approach. Data were collected using a researcher-made questionnaire consisting of color concepts and brand personality dimensions. The reliability of the questionnaire was confirmed with a Cronbach’s alpha coefficient of 0.867. The statistical population comprised students of the Faculty of Arts and Literature at Alzahra University, from whom 49 participants were selected as the sample. The findings showed that 61.2 % of the students were aware of the relationship between logo color and brand personality, while 91.8% were aware that colors convey implicit meanings or can be associated with specific symbolic concepts. Although no statistically significant difference was found in the participants’ recognition of color concepts, a statistically significant difference was observed in their perception of the relationship between logo color and brand personality. Accordingly, red was most strongly associated with sophistication, orange with excitement, blue with sincerity, green with competence, black with ruggedness, purple with sophistication, yellow with excitement, and white with sincerity. The results indicated that logo color plays an important role in shaping consumers’ perceptions of brand personality, although such perceptions may also be influenced by consumers’ prior knowledge and familiarity with the brand. Therefore, the deliberate selection of color in logo design can contribute to strengthening brand personality and creating a desirable brand image in consumers’ minds.

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References

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