Articulos
Colour Choice as a Strategic Instrument in Neuromarketing
Abstract
Social relationships have been and are the basis for achieving objectives of all kinds, whether altruistic or lucrative. Among the aspects that make up non-verbal communication are physical appearance in general, clothing, and, in particular, colour combinations. In this article, we analyse whether colour combinations can be established in individuals’ clothing that maximise their chances of success for a specifically established social objective. To measure this objective, we use multivalent logics, which are characterised by their great flexibility and adaptability. Within the framework of fuzzy logic, we extract evaluations for various colours based on the judgements of experts, provided by recognised authors in the literature, and compare these with the results obtained in a survey conducted by the authors. For the purposes of contrast, we employ two instruments with accredited validity: Similarity by Direct Computation (SDC) and the Technique for Order Performance by Similarity to Ideal Solution (TOPSIS multicriteria method).
Keywords:
colours; social communication; fuzzy logic; suitability; adequacy; TOPSIS
MSC:
91G80
ANALYSIS OF THE ADEQUACY OF THE BLUE COLOUR IN
BRAND LOGOS FOR THE GENERATION OF IDENTIFYING
SENSATIONS USING FUZZY LOGIC
The aim of this article is to present a working method based on fuzzy logic and Hamming distance, which allows estimating the adequacy of a logo’s colour to a company’s corporate identity. Specifically, the method provides a numerical value that helps us to determine whether the reactions companies intend to provoke with the use of a particular colour in their logos align with the sensations they want to convey to their clients through their official corporate image. The practical results of the work, applied to the colour blue in logos and corporate identity information from eighteen large companies obtained from their official websites, show that there is a gap between the image these companies aim to project and the sensations evoked by the blue colour in these logos.
Keywords: blue colour, fuzzy sets, Hamming distance, logo, neuromarketing.
JEL Classification: C65, M31, M32.
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