Abstract:
A growing body of literature has investigated the impact of colours on the perception
of brand personality. This study examines how logo colors impact the brand personality
perception of the consumers by exploring the brand personality traits people associate with logo
colours in the context of branding. Each colour has a personality attribute derived from the
consumer’s earlier associations with the specific colours. This study first explores the impact of
logo colours on the perception of global consumers from previous studies and then investigates
the perception of local consumers. This research investigates the logo colour perception on six
dominantly used colours in local brand logos by taking on a quantitative research approach to
obtain a more generalized association regarding the logo colour and brand personality
dimensions from the consumers’ perspective in Sri Lanka. Using the pioneer brand personality
measuring framework, Aaker's (1997) Brand Personality framework, this research gained insight
into the impact of logo colours on the perception of brand personality on adult consumers of Sri
Lankan context in contrast to the global context. The results indicate minor differences between
the global context and local context whereas out of six logo colours investigated, only two colours
were perceived differently. This insight contributes to identifying the most suitable colours that are
eligible to communicate the intended brand personalities to the Sri Lankan consumers to build a
strong consumer and brand relationship.
