Archetypes and Colours: Findings of a Quantitative Study and Their Relevance for Start-Up Brands

Jens U. Pätzmann () and Claudius Kübler ()
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Jens U. Pätzmann: Neu-Ulm University of Applied Sciences
Claudius Kübler: Biberach University of Applied Sciences

A chapter in Entrepreneurship in the Digital Era, 2023, pp 147-175 from Springer

Abstract: Abstract This paper examines the relationship between the effect of colours and archetypes. Based on the hypothesis that archetypes can be represented as colours, colour associations with an archetypal model were investigated through a quantitative online survey. The archetypes and anti-archetypes from the model by Pätzmann & Hartwig were briefly presented to the participants with their most concise characteristics and properties (Pätzmann & Hartwig, Markenführung mit Archetypen: Von Helden und Zerstörern: ein neues archetypisches Modell für das Markenmanagement. Springer Gabler, Wiesbaden, 2018). These archetypes could then be assigned to up to three colours from a predefined selection. Based on this empirical questioning and the interpretation of the results, the hypothesis was largely confirmed. Start-ups that want to create a unique brand personality through archetypes can now link empirically proven colours to their logos, websites, apps, packaging, and corporate design.

Keywords: Archetypes; Anti-archetypes; Motives; Colours; Branding; Start-ups (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-43188-3_8

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DOI: 10.1007/978-3-031-43188-3_8

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