品牌顏色與其識別度關係之研究

品牌視覺是消費者接觸品牌的第一線，其中又以色彩的記憶影響最大。因此，本研究以品牌主體色的辨識度為主要研究方向，從消費者對於國際品牌的色彩記憶程度，探討品牌標準色辨識度的難易是否會受到品牌本身的知名度與受眾的背景不同所影響，進而研究高辨識度的色彩是否有相似的色彩屬性，希望透過此研究提供品牌設計者一個選擇品牌色彩的方法。研究結果發現品牌顏色的辨識度與知名度並無顯著關係，受測者背景僅以不同性別對品牌顏色辨識度有顯著差異。辨識度高的色彩多分佈在離該色相選用色群聚處較遠的位置，其中以紅色與綠色最為顯著；高辨視度的藍色則較無此現象。

關鍵字

品牌顏色；品牌形象；品牌識別

並列摘要

Brand vision is the first line of consumer to contact with the brand, and color has the greatest impact to the memory. Therefore, In this study, the recognition of the brand color is the main direction of the research, from the consumers color memory level of the international brands, to discuss the brand standard color recognition degree of difficulty, whether will be affected by the brand awareness and the background of the target audience, and then study whether the color of high-resolution properties are similar. This study provides a way for brand designers to select brand color. The result shows that there is no significant relationship between the identification of brand color and its visibility, and the subject's background only have significant differences for different gender in brand color recognition. Most of the high-resolution colors are distributed at a position farther away from the color group, where red and green are most remarkable; and ＂Blue＂- the high-resolution color have no such phenomenon.