論品牌塑造中的色彩心理學－以麥當勞為例

企業品牌的發展並非一蹴可及，需靠著企業不斷的努力與顧客的累積。許多學者的研究顯示品牌有多重影響效果，品牌形象會影響知覺價值、顧客滿意、顧客忠誠，其中顧客忠誠構面涵括再購、交叉購買及主動推薦（魏文欽、林怡君，2010）。現今的世界品牌各大深厚的品牌故事和背後都有精美的意義很多，令消費者更容易產生品牌依賴，因為如何建立起品牌形象為設計師的一大亮點。本研究主要探討色彩所引起的人們的心理感受，如何形成到出色的品牌聯覺。本研究主要探討速食店世界知名的麥當勞品牌，如何運用背後的色彩塑造品牌想要的背後意義。例如麥當勞主要主打歡樂的氣氛和經常做小朋友的公益活動。麥當勞叔叔所採用的小丑也是想帶給人們歡樂愉悅的氣氛，加上麥當勞的生日會服務更令消費者心理留下了歡樂的意識。巧妙運用色彩所帶來的利益是企業品牌都十分重視的，麥當勞作為世界知名的餐廳品牌應是最好的例子去證明色彩是有效令消費者更容易產生購買意願，因此本研究以問卷形式麥當勞如何利用色彩對人們造成的心理感覺去帶給人歡樂的氣氛，和吸引更多的人前去消費。

關鍵字

色彩意象；色彩偏好；品牌聯想；品牌知覺

並列摘要

The development of a company's brand is not a one-shot event. It requires the continuous efforts of the company and the accumulation of customers. Studies by many scholars have shown that brands have multiple effects. Brand image can affect perceived value, customer satisfaction, and customer loyalty. Among them, customer loyalty includes repurchase, cross-purchase, and active recommendation. This study mainly explores how people's psychological feelings caused by color can form excellent brand synesthesia. This research mainly explores how the world-famous McDonald's brand of fast food restaurants uses the colors behind to shape the meaning behind the brand's desire. For example, McDonald's mainly focuses on a happy atmosphere and frequent charity activities for children. The benefits of clever use of color are valued by corporate brands. McDonald's, as a world-renowned restaurant brand, should be the best example to prove that color is effective and make consumers more likely to purchase. Therefore, this study uses McDonald's How to use the psychological feeling that color creates to people to bring a joyful atmosphere and attract more people to spend.