A TERM PAPER

ON
How brand colors affect business communication:
Color psychology of branding
Course Name: Business Communication
Course Code: BUS - 7202

Submitted to
Professor Nafees Ahmed Imtiazuddin
Professor
Bangladesh University of Professionals (BUP)

Submitted by
Name Roll No
Lamiya Motin 18019003
Maksudul Karim Sharifee 18019007
Saima Akter 18019013
MD.Ismail Hossain 18019035
Imran Hossain 18019037
Rabiul Hossain 18019053
Salma Sultana Runa 18019089
Section: A
Session: Sep 2018
Program: MBA (Professional)

11th April 2019

Bangladesh University Of Professionals(BUP)

Faculty Of Business Studies(FBS)

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 LETTER OF TRANSMITTAL

April 11, 2019

Professor Nafees Ahmed Imtiazuddin
Faculty of Business Studies
Bangladesh University of Professionals

Subject: Submission of term paper

Sir,
With due respect, We would like to inform you that, it’s an honor and great privilege for us to be able to
submit this term paper titled “How brand colors affect business communication: Color psychology of
branding” which was assigned to us as a prerequisite for the completion of our “Business Communication”
course. We are truly grateful to you for giving us this topic for our term paper and it is a pleasure for us to
present this term paper under your kind supervision.

This term paper is a result of our best efforts. However, should your kind honor come across any
unintentional flaws then it would be our pleasure to answer for any clarification as your kind honor deem
necessary.

In the circumstances stated above, we would truly appreciate if your honor is kind enough to accept this
term paper and oblige thereby. For this act of kindness, we shall remain ever grateful to you.

Lamiya Motin
Maksudul Karim Sharifee
Saima Akter
Md. Ismail Hossain
Imran Hossain
Rabiul Hossain
Salma Sultana Runa

Section: A, Session: Sep 18

MBA (Professional), BUP

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 DECLARATION

We hereby declare that the work has been done by ourselves and no portion of the work contained
in this term paper has been submitted in support of any application for any other degree or
qualification of this or any other university or institute of learning.

_________________________
Lamiya Motin

_________________________
Maksudul Karim Sharifee

_________________________
Saima Akter

_________________________
Md. Ismail Hossain

_________________________
Imran Hossain

_________________________
Rabiul Hossain

_________________________
Salma Sultana Runa

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 ACKNOWLEDGMENT

At first, we are very grateful to Almighty Allah for giving us the strength and knowledge to
complete this term paper.
For the completion of this report searching for websites, articles and related documents were
required. However, it was Honorable Professor Nafees Ahmed Imtiazuddin who played an
important role by giving us an insight about the paper. We express our profound indebtedness and
gratitude to him, for his valuable advice that helped immensely in preparing this paper. It would
have been impossible to complete this term paper without his kind and valuable guidelines.
Last but not least we are also thankful to our fellow course mates, who helped us a lot to prepare
this paper.

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 TABLE OF CONTENTS

TITLE 1

LETTER OF TRANSMITTAL 2

DECLARATION 3

ACKNOWLEDGEMENT 4

TABLE OF CONTENTS 5

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CHAPTER 1: INTRODUCTION 7- 8

1.1 Introduction 7

1.2 Scope 8

1.3 Objectives 8

1.4 Methodology 8

CHAPTER 2: BRAND COLOR AND BUYING BEHAVIOR 9 - 15

2.1 Psychology of colors 9

2.2 Consumers Buying Behavior 9
2.3 The Power of Shapes and Colors 9
2.4 Brand and Color 10
2.5 Color Emotion Guide 11
2.6 Brand Personality 12
2.7 Color and Gender 13
CHAPTER 3: ANALYSIS AND FINDINGS 16 – 23

3.1 Background Information of Respondents 16

3.2 Questions Asked Through Form 17
3.3 Findings 23
CHAPTER 4: RECOMMENDATIONS AND CONCLUSION 24

4.1 Recommendations 24
4.2 Conclusion 24

BIBLIOGRAPHY 25
QUESTIONNAIRE 26

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 Chapter 1
Introduction
1.1 Introduction
Color is a lifeline of the brands as it gives different identity through the nature of the color. Brands
and color are inextricably linked because color offers an instantaneous method for conveying
meaning and message without words. To some consumers, color is merely a decorative trait It has
a major influencing effect on consumer buying behavior but to many others, it is a powerful
marketing tool that significantly influences consumer purchases, so much so that it accounts for
85% of the reason why someone decides to purchase a product [1].
These associations are studied extensively in this study.
1.2 Scope
 The study addresses the importance of color for consumers buying behavior by focusing
on the relationship between color and brand perceptual measures.

 The sample which has taken is mostly young of age group 20 - 30 years may not be the
replica of the population of Bangladesh. It is a convenience sample of young consumers
both students and executives of Dhaka the capital of Bangladesh and prediction is on the
basis of this limited territory. The dimensions considered here for the factor analysis are
limited to the pilot survey conducted in Dhaka only. The research mostly highlighted the
quantitative part of the survey, not the qualitative one. A study with a bigger sample from
different parts of Bangladesh/World can be recommended for further research.

 Color is omnipresent and is a source of information. People make up their minds with initial
experiences with either people or any other things. The larger number percentages of the
assessment done by the customers for bigger products are based on colors alone. So, well-
judged use of colors can contribute not only to differentiate products from competitors but
also the colors of products influencing moods and feelings-positively or negatively to
attitude towards certain products.

 Customers moods and feelings are unstable. In these cases, colors play roles in forming
attitude and it is important that marketers understand the importance of colors in marketing.
The study is designed to contribute to a few areas of color aspects.

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1.3: Objectives
The objectives of this study are:

1. How brand colors influence the buying behavior of customers.

2. Importance of product & color combination.
3. Understanding color psychology in terms of branding.

1.4: Methodology

This study employs primary and secondary data with exploratory analysis.

Methodology

Primary Secondary
information information
sources sources

The research design is mostly based on the consumer’s decision on buying products on the basis
of colors. Sampling procedure used for this research is mostly convenient one. Primary data are
collected from the respondents through questionnaire method from the sample size 60 during the
period of 2019 and 56 are validated. The attitude of consumers towards different colors during the
selection of various products are taken through ten statements which are generated through pilot
survey.
The secondary data were collected from journals, magazines, publications, reports, books, dailies,
periodicals, articles, research papers, websites, company publications, manuals, booklets etc.

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