Brand Impact on the Perception of Colours and Archetypes

Authors

DOI:

https://doi.org/10.62161/revvisual.v18.5967

Keywords:

Colours, Brands, Archetypes, Brand Archetypes, Perceptions

Abstract

This study examines how colour, as a symbolic and emotional medium, aligns with brand archetypes and whether brand identities influence the relationship between archetypes and colour perception. Using Jungian archetype theory, colour psychology, and branding literature, the research investigates how consumers naturally associate colours with archetypes, brands with colours, and brands with archetypes. A cross-sectional survey (N=281) and a three-part experimental design were used. Results show that while consumers consistently associate specific colours with archetypes and tend to link brands with archetypes that match their existing narratives, brands only partially mediate these perceptions. Overall, the findings suggest that although archetypal and brand narratives influence the symbolic interpretation of colours, brands do not strongly modify or mediate these associations. This research provides theoretical insights into the symbolic role of colour in branding and emphasizes the limited influence brands have on unconscious colour–archetype connections.

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Author Biography

Alexandre Duarte, ICNOVA - Nova University Lisbon

PhD in Communication Sciences, Alexandre Duarte is a Professor at Universidade Nova de Lisboa, a researcher at ICNOVA/UNL, and an Invited Professor at Universidade Católica Portuguesa, where he coordinates the post-graduate courses in Communication and Advertising Creativity, and Service Design.

He was a Tutor of the Young Marketers Academy of the EUROBEST Festival, CEO of RESTART – Institute of Arts and Creativity, and advisor to SUPERBRANDS Portugal.

Since 2018, he's been a member of the EDCOM's board (European Institute for Commercial Communications Education), and since 2024, Coordinator of the Advertising Working Group of the Portuguese Association of Communication Sciences - SOPCOM.

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Published

2026-01-30

How to Cite

Duarte, A., Zuffa, M., & Ashofteh, A. (2026). Brand Impact on the Perception of Colours and Archetypes. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 18(1), 35–69. https://doi.org/10.62161/revvisual.v18.5967

Issue

Vol. 18 No. 1 (2026)

Section

Research articles

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