The Research Of Color Design In The Brand Image Of McDonald's Corp

With the growth of the global economy and the trend of economic integration,the difference between the same of brands is more and more small,In order to attracting consumers,unique culture and values become an significant factor for the company.The enterprise should shape the brand image which is different from other enterprises,and also pursue the unity of its brand image.Among the factors that affect brand image,color is an important factor in brand image design.It is the brand image identification symbol,and the color design plays an important role in brand identity.A successful color design of the brand,not only can interpretate the concept and culture of the enterprise perfectly buy also can increase the sale amount of the corporation.It can communicate with consumers,then the consumers buy the productsn after associate in their brain.McDonald's as a world famous fast food brand.Its brand image stands out among many catering brands,because the brand image color design meets both the consumer's psychological needs and the regional cultural requirements.This article focuses on how McDonald's Corp choose colors so that their brands can be effectively identified.Color is a silent language and a symbol that incorporates aesthetics,optics and the theory of psychology.Different colors express different symbolic meanings,which are bearing the transmission and communication of culture,at the same time,they are the medium of cultural communication.Therefore,the recognition of brand image is the recognition of brand color in some way.The brand transmits the ideas of the enterprise through the color design,in order to achieve the purpose of brand identification.First of all,enterprises should establish brand concept.Secondly,it should choose brand color according to concept of the enterprise.Finally,the brand makes communication between color and consumers,for the purpose of effectively identification of the brand.In this paper,through the analysis of color semantics and the role of color in marketing,it expounds that McDonald's Corp establishes the good brand awareness through the use of color design,thus establishing brand loyalty.This paper takes McDonald's Corp as an example,summed up the corresponding relation between the semantic color and regional culture,and the linguistic meaning expressed by color symbols.It hopes that to provide reference value to the research of the color design for the brand image and help the enterprise to stand out from the others with the brand image at the beginning of the business.