More than meets the consumers’ eyes: Does brand colour extend beyond visual attention to form Brand-Self-Colour Congruence (BSCC)?

This research explores how the colours used by brands influence consumer preferences in the service context. It introduces the concept of Brand-Self-Colour Congruence (BSCC), defined as the match between a consumer's preferred colour and a brand's colour. Using a mixed-methods approach, the study confirmed that consumers prefer brands that match their favourite colours and have positive attitude, while disliked colours that have a stronger negative effect. These findings can help brand managers make better decisions about brand colours, enhancing brand recognition and attitude. This research attempts to merge colour and self-congruence theories.