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Brand impact on the perception of colours and archetypes
| Nome: | Descrição: | Tamanho: | Formato: | |
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| Inglês | 5.17 MB | Adobe PDF | ||
| Espanhol | 5.1 MB | Adobe PDF |
Orientador(es)
Resumo(s)
This study examines how colour functions as a symbolic and emotional medium in relation to brand archetypes, and whether brand identities mediate archetype–colour associations. Grounded in Jungian archetype theory, colour psychology, and branding research, it investigates how consumers intuitively link colours, brands, and archetypes. Hypotheses were tested through a cross-sectional survey (N = 281) and a three-part experimental design, operationalising archetype identification, perceived brand–archetype fit, and colour choice. Findings show that consumers display relatively consistent archetype–colour associations and tend to align brands with archetypes consistent with established brand narratives. Brands partially mediate these perceptions; however, statistical models reveal weak predictive power, with archetypes and brand colour identity explaining only a limited proportion of variance in brand colour choices. Overall, results suggest that archetypal and brand narratives shape symbolic colour interpretation but do not strongly modify underlying archetype– colour mappings.
Descrição
Palavras-chave
Archetypes Brand archetypes Brands Colours Perceptions
Contexto Educativo
Citação
Duarte, A., Zuffa, M., & Ashofteh, A. (2026). Brand impact on the perception of colours and archetypes. VISUAL Review. International Visual Culture Review / Revista Internacional de Cultura, 18(1), 35-69. https://doi.org/10.62161/revvisual.v18.5967