Browsing by Subject "Gen-Z"
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Item Restricted Color Theory in Marketing Targeting Gen-Z in the DACH Region(2023) Nicole Bianca Gusel; Glarou, Despoina; Ülker, Barış; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract This study explores and investigates the importance of color theory in creating marketing targeting Gen-Z in the DACH region. This study provides a general understanding of color theory and how color can support the creation of successful marketing. The literature review will discuss the different symbolism of colors for the DACH region, followed by the use of color in marketing - specifically in the branding context and consumer behavior. Additionally, the study used a mixed-method approach. An online survey and interviews were conducted to generate knowledge about the topic further. The results were analyzed and provided the foundation for an in-depth reflection of the results gathered. At the end of this study, limitations are presented, and directions for providing future research topics are displayed. Color theory in marketing play an essential role, specifically in branding, to increase brand recognition and awareness. Furthermore, colors subconsciously affect consumer behavior and trigger different emotional responses depending on the combination. During this study, the effects of eight colors were discussed; however, in the survey, only the associations of six out of the eight were asked in detail. The reason for choosing only six out of the eight colors is due to the length of the survey and the focus on the primary colors often used in marketing. Nevertheless, all eight colors are mentioned in this study. Keywords: color theory, marketing , DACH region, Gen-Z, consumer behavior