Study on the Influence of Color Application in Coffee Brand Marketing Planning on the Purchasing Psychology of Young Consumers

Abstract

As the first sense in vision, color occupies a high proportion in brand planning and design. With the rapid development of the coffee market today, various coffee brands emerge endlessly, and brand specificity is one of the necessary conditions for the survival of brands. The color application suitable for the brand can give the brand market, positioning, culture, and personalized advantages. It can also arouse the purchasing interest of various consumers, such as young consumers, and increase their impression. This article adopts research methods such as literature review and case analysis, compares and analyzes two giant coffee brands (Starbucks Coffee and Luckin Coffee), and concludes that excellent coffee brands must optimize product positioning and determine suitable standard colors. , It is necessary to make colors seek common ground while reserving differences in a chaotic market to ensure the brands healthy operation. Through the analysis of the old strong brands and the dominant coffee brands that are experiencing the rise, it is found that behind every successful brand, color occupies a very high proportion in brand planning, and even to a certain extent, color represents the background of the brand. The story of the brand also conveys the emotional value of the brand, so this article analyzes and studies how to clarify the positioning of color in the brand and find out the specificity of the brand itself from the beginning of brand planning, which is more conducive to the personalized development of the brand.