Abstract

Color is a visual element that can directly influence human perception, emotions, and behavior. In brand identity design, color not only contributes to aesthetic value but also serves as a means of communicating messages, shaping brand positioning, and enhancing brand recognition and recall among audiences. Amid increasingly intense competition among businesses and organizations, the systematic and consistent selection and use of color have become essential to building a sustainable brand identity. This article reviews major perspectives on color in brand identity design and examines its role from the perspectives of psychology, visual communication, and branding. It also identifies key considerations in selecting and applying color to enhance the effectiveness of brand communication.

Keywords: Brand identity, branding, color, graphic design, visual communication.