The effectiveness of the coloristic of the aicons of the brand from the point of view of their correspondence to the sphere of business
DOI:
https://doi.org/10.47475/2070-0695-2026-59-1-39-48Keywords:
brand, icon, color, business area, efficiency, coloristicsAbstract
The article presents the results of the second phase of an ongoing study on the effectiveness of coloristic logo solutions. In the first stage in 2024, brand logos were analyzed in terms of a spectrum of criteria such as attractiveness, color adaptation, originality, memorability. The second stage involved assessing the effectiveness of the icones only in terms of one criterion – business compliance, as it is key.
The publication presents a sample of content and respondents. The study evaluated 150 aycones from 15 business sectors, ranging from legal service companies to fitness centers. Each logo was presented in 5 different color options, which allowed a wide selection of alternative solutions for each business area. The theoretical and practical aspects of color perception were taken into account in the process of recoloring. The total volume of recolored logos was 750 units (150 original logos generated in 5 color variations). A total of 1 533 respondents were interviewed, including 796 women and 737 men.
In the process of analysis of the results obtained, the coloristic solutions that received the highest ratings for business compliance were identified; coloristic solutions that received the lowest ratings for business compliance; Color preferences in each business sector by gender and age of respondents. Color palettes were created with basic and additional colors, segmented by business areas and preferences of socio-demographic groups of respondents.
The results of this study can be used by business representatives in the generation of visual identity of companies. The next step of the research was to create a chat-bot, offering the most suitable coloristic solutions for icons of different business areas.
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Copyright (c) 2026 Елена Кармалова, Мария Крюкова
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