Brand on Brain: Influence of Color, Age, Gender and Socioeconomic Status on Brand Recognition- A Psychophysical Experiment

Abstract

A psychophysical experiment was conducted to assess colors and brand recognition and to understand the relationship between participants' economic status, age, and gender on Brand Recognition. To accomplish the aims of the present work, Participants were presented with a series of colors and a selection of brand products, and they were asked to associate each color with the brand product they find most fitting. Moreover, the study investigated the role of demographic factors—age, gender, and socioeconomic status—as perceptual lenses through which individuals interpret and recognize brands. Do these factors influence the relationship between color and brand perception? To address these questions, an empirical experiment is conducted. This multidimensional exploration of color and branding, in conjunction with demographic influences, contributes nuanced insights into consumer behavior. It not only deepens our understanding of how branding shapes the consumer's mind but also provides actionable strategies for businesses seeking to tailor their branding approaches to diverse audiences. The results of this study illuminate the dynamic interplay of color, age, gender, and socioeconomic status in the realm of brand perception, offering valuable implications for marketers and brand strategists in an ever-evolving market landscape.  In today's competitive market, branding strategies are pivotal in shaping consumers' perceptions and choices.