Abstract
This study presents a suggested array of colour guidelines for the university homepage of the University of Malaya (UM) in Malaysia which represents the school’s distinction and brand image. The importance of University Identity on institutional websites is to secure their identity and differentiation from other institutions. Despite having a multicultural heritage, it is difficult to find colour guidelines of any universities in Malaysia. There are limited studies on the colour analysis of UM as one of the top public universities in Malaysia. We suggest colour guidelines using 18 types of primary colours, sub-colours, and second colour for the UM website that we believe would further reflect its University Identity, its status as well as enhance the nature of multicultural outlook of the institution. Accordingly, this study will have an academic and policy-level significance not only for Malaysia but other international institutions as well.
Highlights
In an age of increasing and quickening competition, universities are entering a new phase in the world
The purpose of this study is to propose how colour guidelines that can be used in universities to construct a colour palette to enhance the competitiveness and strengthen the identity of the university
The subject of the analysis was University of Malaya (UM), a national university located in Kuala Lumpur, Malaysia
Summary
In an age of increasing and quickening competition, universities are entering a new phase in the world. The UI is defined as a design work for a university’s image and it originated from a concept of corporate identity (CI) that is applied to universities. UI is used to build a university’s image through all visual elements such as symbols, logos, colours, and fonts to boost brand value.. UI helps to establish a successful university image by redefining a new symbol or image, increasing the trust and belonging of its members internally and externally. Colour-Guidelines for the University of Malaya while delivering a message that the university is constantly changing and developing.. “colour” delivers a more direct and clearer message than other components as colour have an affect on the attitude of an observer. From the perspective of marketers, management is needed through understanding of colours, from product packaging to CI. In so doing, UI can be an influential tool in enhancing a university’s image
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