Evaluating the effects of typography and colour on brand personality and consumer perception in the fashion/clothing industry with a specific focus on ‘logotypes’

Abstract

The effects that typography and colour have on brand personality and consumer perception in the fashion/clothing industry are examined in this study. Held locally, the study focuses on twenty fashion brand logotypes with the goal to examine whether (1) typography and colour have an influence on the consumers’ perception of brand personality, (2) to investigate whether differences in gender, age and class (measured by income) make a difference in the way brand personality is perceived and (3) to investigate whether consumers view particular type styles and colours to be high-end or low-end. Aaker’s fivedimensional model of brand personality is used to measure the brand personality of twenty fashion brand logotypes created by the researcher. A total of 152 usable responses to a quantitative survey were collected. Results indicate that typography and colour do affect consumers’ perception of brand personality, that differences in gender, age and class make some differences in the way brand personality is perceived and that consumers perceive a difference between high-end and low-end type styles and colours. Thus, typography and colour in logos both play a significant role in consumer perception of brand personality.