ANALYSIS OF THE ADEQUACY OF THE BLUE COLOUR IN BRAND LOGOS FOR THE GENERATION OF IDENTIFYING SENSATIONS USING FUZZY LOGIC
A. C. Müller. University of Girona, Department of Business Administration, Spain. E-mail: muller.serv@gmail.com
J. Gil-Lafuente. University of Barcelona, Department of Business Administration, Spain. E-mail: j.gil@ub.edu
J. C. Ferrer-Comalat. University of Girona, Department of Business Administration, Spain. E-mail: joancarles.ferrer@udg.edu
- Fuzzy Economic Review: Volume 29, Number 2, 2024
- DOI: 10.25102/fer.2024.02.01
Abstract
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.
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