Color Selection of Multimedia Arts Students at LPU-MNL in Building a Brand Identity: A Quantitative Study

Abstract

This research study aims to determine how future graphic designers specifically; junior & senior year Multimedia Arts students of Lyceum of the Philippines University Manila (LPU-MNL) utilize colors in strategizing and designing a brand's visual identity. The purpose of this study is to gain an in-depth understanding on the usage of colors by future graphic designers and to analyze their thought process within their design strategy. Utilizing the census method, the researchers conducted survey questionnaires that made use of the Likert scale which were disseminated online. Through collecting the data, descriptive research analysis and an inferential statistical test has been employed quantitatively to scrutinize sixty-three (63) respondents and their design strategy for color selection in building a visual identity of a brand. This study determined which colors are effective for a brand identity according to graphic design students, as well as the implications of the findings being consistent with other studies related to colors and their attributions in categories such as corporate brand, personal brand, product brand, and service brand. Furthermore, the color selection of graphic design students at LPU-MNL in building a brand identity has demonstrated a significant relationship between color attributions (color psychology) and their design strategy in color selection.