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Color and Sentiment: A Study of Emotion-Based Color Palettes in Marketing

Maksat Shagyrov, Pakizar Shamoi

TL;DR

This work empirically maps how logo color palettes relate to consumer emotions in the food and beverage domain. It employs k-means clustering to extract dominant logo colors from 644 brands and links these palettes to fuzzy-emotion intensities derived from 30,069 Google Maps reviews using VADER and text2emotion. The study contributes to color-emotion understanding by (a) providing empirical color-emotion associations, (b) applying fuzzy sets to emotion intensity, and (c) delivering practical insights for brand designers in selecting logo colors. The findings—most notably the prevalence of Happiness, absence of Anger, and specific color-emotion pairings like yellow with Happiness and blue with Sadness—highlight the potential for data-driven branding strategies in marketing.

Abstract

It's widely recognized that the colors used in branding significantly impact how a brand is perceived. This research explores the influence of color in logos on consumer perception and emotional response. We investigate the associations between color usage and emotional responses in food and beverage marketing. Using a dataset of 644 companies, we analyzed the dominant colors in brand logos using k-means clustering to develop distinct color palettes. Concurrently, we extracted customer sentiments and emotions from Google Maps reviews of these companies (n=30,069), categorizing them into five primary emotions: Happiness, Anger, Sadness, Fear, and Surprise. These emotional responses were further categorized into four intensity levels: Low, Medium, Strong, and Very Strong, using a fuzzy sets approach. Our methodology involved correlating specific color palettes with the predominant emotional reactions associated with each brand. By merging the color palettes of companies that elicited similar emotional responses, we identified unique color palettes corresponding to each emotional category. Our findings suggest that among the food companies analyzed, the dominant emotion was Happiness, with no instances of Anger. The colors red and gray were prevalent across all emotional categories, indicating their importance in branding. Specific color-emotion correlations confirmed by our research include associations of yellow with Happiness, blue with Sadness, and bright colors with Surprise. This study highlights the critical role of color in shaping consumer attitudes. The study findings have practical implications for brand designers in the food industry.

Color and Sentiment: A Study of Emotion-Based Color Palettes in Marketing

TL;DR

This work empirically maps how logo color palettes relate to consumer emotions in the food and beverage domain. It employs k-means clustering to extract dominant logo colors from 644 brands and links these palettes to fuzzy-emotion intensities derived from 30,069 Google Maps reviews using VADER and text2emotion. The study contributes to color-emotion understanding by (a) providing empirical color-emotion associations, (b) applying fuzzy sets to emotion intensity, and (c) delivering practical insights for brand designers in selecting logo colors. The findings—most notably the prevalence of Happiness, absence of Anger, and specific color-emotion pairings like yellow with Happiness and blue with Sadness—highlight the potential for data-driven branding strategies in marketing.

Abstract

It's widely recognized that the colors used in branding significantly impact how a brand is perceived. This research explores the influence of color in logos on consumer perception and emotional response. We investigate the associations between color usage and emotional responses in food and beverage marketing. Using a dataset of 644 companies, we analyzed the dominant colors in brand logos using k-means clustering to develop distinct color palettes. Concurrently, we extracted customer sentiments and emotions from Google Maps reviews of these companies (n=30,069), categorizing them into five primary emotions: Happiness, Anger, Sadness, Fear, and Surprise. These emotional responses were further categorized into four intensity levels: Low, Medium, Strong, and Very Strong, using a fuzzy sets approach. Our methodology involved correlating specific color palettes with the predominant emotional reactions associated with each brand. By merging the color palettes of companies that elicited similar emotional responses, we identified unique color palettes corresponding to each emotional category. Our findings suggest that among the food companies analyzed, the dominant emotion was Happiness, with no instances of Anger. The colors red and gray were prevalent across all emotional categories, indicating their importance in branding. Specific color-emotion correlations confirmed by our research include associations of yellow with Happiness, blue with Sadness, and bright colors with Surprise. This study highlights the critical role of color in shaping consumer attitudes. The study findings have practical implications for brand designers in the food industry.
Paper Structure (16 sections, 5 equations, 8 figures, 4 tables)

This paper contains 16 sections, 5 equations, 8 figures, 4 tables.

Table of Contents

  1. Introduction
  2. Related Work
  3. Methodology
  4. Proposed Approach
  5. Data
  6. Logo Images
  7. Company Reviews
  8. Sentiment Analysis
  9. Emotion Analysis
  10. Color Analysis
  11. Color Model
  12. CIEDE2000 Color Difference
  13. K-Means Clustering based Color Palette Extraction
  14. Results
  15. Limitations and Future Works
  16. ...and 1 more sections

Figures (8)

  • Figure 1: Overview of the Methodology
  • Figure 2: Fuzzification of emotions levels.
  • Figure 3: Selected colors used in our study
  • Figure 4: Fetching dominant colors from Google's Logo using K-Mean Clustering
  • Figure 5: Fetching dominant colors from logo images using K-Means Clustering and mapping them to selected color model
  • ...and 3 more figures