DOES COLOR PLAY A SIGNIFICANT ROLE IN THE WAY CUSTOMERS PERCEIVE THE BRAND’S PERSONALITY IN THE CONFECTIONERY?

Brands, as humans, may be different when it comes to their personality. Among the several traits building brand personality, brand color is one of the most critical ones and is one of the most controversial and discussed aspects of marketing. We cannot denied that a color, depending on visual impression, can be transformed into a spectrum of feelings, which, in turn, allow consumers to form a perception of a brand. Simultaneously, a logo is seen as a business card of a brand, representing its core and values. Combining the two vital components, color and logo, the paper aims to investigate whether color affects consumers’ perceptions of brand personality and whether consumers will use the conventional color associations used in a brand logo. To explain the behavior of consumers towards the brand and how they perceive the brand personality, the theory of anthropomorphism is used. An online survey was conducted on a random sample to test the hypothesis of the study. The results indicate that the defined hypothesis is partially supported. According to the results, color plays a significant role in the way consumers perceive a brand’s personality. Findings indicate that consumers will attribute personality traits to brands through the use of color in the logo