COLORISTICS AS THE BASIS OF THE EFFECTIVENESS OF A BRAND’S VISUAL IDENTITY

The article is devoted to the study of the influence of the color palette used in the visual identity of brands on consumer perception. The authors aim to study the effectiveness of coloristics in brand iPhones. The theoretical basis is modern research in the field of branding, which touches on the topics of visual identity and its effectiveness in visual communication with the consumer. The study took into account modern realities, in particular, artificial intelligence was used to analyze the visual components of logos. The main attention is paid to the study of the relationship between the color palettes used in logos and the perception of the studied logos by consumers in terms of 7 criteria: attractiveness, business compliance, readability, color adaptation, memorability and originality. Logos of companies from 38 different business sectors served as the research material, and 30 logos were analyzed for each direction. To analyze the selected logos, a survey of respondents was conducted, thanks to which each of the logos was evaluated 60 or more times according to 7 developed criteria. The results of the study showed that the color palette has a significant impact on brand image and consumer associations. Moreover, the study helped to establish a connection between the coloristics of icons and business areas. The main result of the work was the creation of a database consisting of respondents’ responses that illustrate current consumer preferences in terms of coloristics. The results obtained can be useful for branding agencies and companies seeking to optimize their visual communications based on consumer preferences. The prospect of this study is the creation of a neural network based on the responses received from respondents, capable of evaluating the effectiveness of logos without the subjectivity factor.