In this paper, we designed a logo for a sewing company according to our client's wishes. A brandmark logo generally comprises different elements, including a logo, typography and colour. In this paper, we focused on the latter and studied its influence. Before designing the logo, we carried out a preliminary analysis of existing logos from the same field to determine characteristics and possible traceability of included elements as well as their informative value. We drew up relevant guidelines and designed an appropriate brandmark logo for our client by considering our findings and the client’s wishes. When choosing a suitable colour, we selected four colours, which were used at a later stage of the research. By carrying out a survey, including a question on the most suitable colour of a brandmark logo for the selected type of company, and based on further conjoint analysis, we determined the influence of different colours on the selection of an offer. Attribute levels for price and delivery time of the product were determined based on the analysis, current offers on the market and client's wishes. Analysis results showed two interesting findings: 1) when asked to select the most appropriate colour among four logos with different colours, the interviewees opted for the blue logo, 2) based on the results of the conjoint analysis, in which interviewees were offered logos as part of an offer with a price and delivery time, the most commonly selected colour was orange. It has to be stressed that the interviewees attributed the most significant importance to price and delivery time, while the logo’s colour was not as significant. Consumers' decisions are influenced by many factors: their subconsciousness and the importance of other product characteristics of the product. Colour helps and encourages interviewees or consumers to select a particular offer, but to a lesser extent than the other two attributes, price and delivery time.
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