Colour Strategies in Modern Brand Design

Abstract

The purpose of the article is to identify current trends in contemporary colour strategy in brand design. The research methodology is defined by analytical, structural, empirical methods and a systemic approach to justify the role of colour as a multicomplex phenomenon in brand design. The scientific novelty consists in deepening the understanding of the content-functional nature of the colour phenomenon and strategies for its application in brand design; empirical detection of colours not associated with the design-product consumption categories, in particular in the preference of youth as an active category of consumers. Conclusions. The role and place of colour in the system of elements that create the visual image of a fashion company/product, which is an important factor in the economic sector, including the production and sale of goods/ services, is justified. It has been found that the brand’s idea is concentrated in the options of colour combinations, which help designers to choose by using or not using a particular color. The following has been empirically revealed: psycho-physiological, socio-psychological, aesthetic-emotional influence of a colour gamut balance and an optimal compositional solution of the design task on brand formation taking into account the age, gender, status characteristics of consumers, historical and ethnic traditions, fashion trends, against the background of economic, ecological, cultural and socio-political phenomena.