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Color Theory in Marketing Targeting Gen-Z in the DACH Region

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dc.contributor.advisorGlarou, Despoina
dc.contributor.advisorÜlker, Barış
dc.contributor.authorNicole Bianca Gusel
dc.contributor.departmentFaculty of Business Administration
dc.contributor.otherBerlin International University of Applied Sciences
dc.date.accessioned2024-01-15
dc.date.accessioned2025-11-28T13:26:58Z
dc.date.available2025-11-28T13:26:58Z
dc.date.issued2023
dc.description.abstractAI-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 behavioren
dc.description.degreeBA
dc.description.tableofcontentsMACHINE-GENERATED CONTENTS NOTE: Table of Contents 1. Introduction ......................................................................................................................1 1.1. Research Purpose........................................................................................................2 1.2. Outline .......................................................................................................................3 2. Literature Review ...............................................................................................................3 2.1. Color Theory Framework ..........................................................................................3 2.2. Color Combination ......................................................................................................4 2.3. Color Psychology and Symbolism.............................................................................4 2.4. Color Symbolism in the Dach Region......................................................................5 2.4.1. Associations With Red .....................................................................................6 2.4.2. Associations With Orange...............................................................................6 2.4.3. Associations With Yellow ...............................................................................7 2.4.4. Associations With Green..................................................................................7 2.4.5. Associations With Blue ...................................................................................8 2.4.6. Associations With Purple .................................................................................8 2.4.7. Associations With White .................................................................................9 2.4.8. Associations With Black .................................................................................9 2.5. the Use of Color in Marketing................................................................................10 2.5.1. Colors in Brand Marketing ...........................................................................10 2.5.2. Color in Marketing ........................................................................................11 2.5.3. Color and Consumer Behavior ......................................................................12 3. Research Methodology .....................................................................................................13 3.1. Selection of the Research Method ...........................................................................13 3.2. Data Collection .........................................................................................................14 3.3. Conception and Design of the Survey ...................................................................14 3.4. Conception and Design of the Interview .................................................................15 4. Results and Data Analysis ................................................................................................17 4.1. Demographics of the Survey Respondents ..............................................................17 4.2. Survey Analysis .......................................................................................................17 4.3. Demographic of the Interviewees ..........................................................................23 4.4. Interview Analysis ...................................................................................................24 5. Discussion........................................................................................................................26 5.1. Limitation of Study ..................................................................................................30 6. Conclusion.......................................................................................................................30 7. References ......................................................................................................................32 8. Appendix .........................................................................................................................36 8.1. Associations With Red .........................................................................................36 8.2. Associations With Blue ..........................................................................................37 8.3. Associations With Green .......................................................................................39 8.4. Associations With Yellow ......................................................................................40 8.5. Associations With Black.......................................................................................42 8.6. Associations With White .......................................................................................43en
dc.identifier.urihttps://repository.berlin-international.de/handle/123456789/720
dc.language.isoeng
dc.subjectConsumer Behavior
dc.subjectDach Region
dc.subjectGen-Z
dc.subjectMarketing
dc.subjectColor Theory
dc.titleColor Theory in Marketing Targeting Gen-Z in the DACH Region
dc.typeThesis

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