It takes a lot of effort and energy to make a company known to the general public. A company advertises its products and services through trademarks - the face of every successful company, which acts as a tool to increase recognition. When developing the visual identity of a trademark or company, we have to be very careful, as visual identity is the element that potential customers notice first. We observed that some people do not realise the importance of a trademark's design and the appropriate use of colours; every colour has its characteristics and provokes different emotions in customers. Thus, it is essential to know how to affect customers' emotions through colours, as this way we can increase sales. Furthermore, visual identity is an effective marketing tool. In this research, the effect of colours on the visual identity of trademarks was investigated. We defined and presented trademarks in Slovenian and foreign markets in the theoretical part, explaining the psychological importance and effect of colours on individuals. We also described the importance of selecting the appropriate colour to reflect the trademark. In the empirical part, we focused on trademarks related to coffee due to the abundance of trademarks. We described and presented the companies whose trademarks were analysed. We portrayed how successful companies tackled the challenge of visualising their trademarks, primarily focusing on colours. In the end, we analyzed all selected trademarks and prepared a colour palette for each of them in an image-editing program, Adobe Photoshop. While writing this paper, we realised what a successful approach Slovenian companies adopted to visual identification of their trademarks.
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