Colors are important in branding in general, so when talking about luxury brands, having the correct colors will leave a different impact on consumers. Sometimes simple designs are harder to create because they have fewer elements to reach the target. The same with colors as they are not necessary to have have multiple colors to represent the design. This research aims to explore the impact of colors on selected luxury brands, and how colors impact those brands. By using two methods of primary research, the researcher aim to find out answers to the research problem. Quantitative and qualitative methods were employed in the study. An online questionnaire survey was conducted to find out how colors impact luxury brands in different aspects. Visual analysis was also done on the selected luxury brands in order to further understand the luxury brand’s design and colors used by designers. The survey shown that most participants think that color do play a role in choosing a brand as a luxury brand only when it comes to logo and some branding elements such as packaging and advertisement. black was chosen as the first color and related to the word luxury. However, participants also believe that the interior design plays the biggest role in certain circumstances.
Colors are one of the important factors of the branding process and also a good marketing tool to promote a brand (Sievers, 2020). Most consumers start to associate colors with specific brands, a huge percentage could recognize a brand just by the color palette (Chinery, 2019). The statistics also show that a brand’s recognition by the consumer can be increased up to 80% just by choosing a signature color for the brand (Chinery, 2019). So, while colors affect brand recognition, and knowing that having the correct colors will leave a different impact on consumers. Colors also impact how luxurious the brand is or is it just one of the factors that adds a value to the brand. While Famous luxury brands use different colors in their branding other than gold as a luxury color. Giorgio Armani used black color as the main color for the brand while Dolce Gabbana used most of the color palette and other brands went with the white color such as Pierre Marcolini. So, do colors impact luxury brands, or is it just a branding element that adds value to the overall brand?
