The role of color as a design element and its effects on consumer preferences in high-end products

Abstract

The concept of color has been found to be essential in understanding the world and the objects within it. It plays a crucial role in identifying and re-identifying items and helps in locating them in space. Color is experienced and understood on various levels, ranging from the fundamentals that all humans share to the most swiftly changing cultural developments. Product designers have been improving both the aesthetic and functionality of produced goods since the introduction of mass production during the Industrial Revolution. Even today, designers still face the challenge of improving the aesthetics and functionality of products and seek to create new forms. The visual domain of a product includes every aspect of its appearance, including shape, color, texture, and material. It is an undeniable fact that a product's external appearance is one of the most important determinants. The structure, form, material, dimension, surface, and color of a product are all factors that influence its visual domain. The visual appearance of a product is vital for delivering information to customers, such as when pricing provides a first impression, and product appearance creates inferences about other product qualities. However, the visual domain of a product is subjective, and there are no specific rules to identify what is "correct" or "wrong" in the context of a product's appearance. Luxury is a term that fuels a multibillion-dollar worldwide industry and is used to characterize expensive items and affluent lifestyles. The concept of luxury has changed and been redefined as historical milestones affecting social developments and people's ways of life have been reached. Luxury products assume a crucial function in the global economy, drawing a wide spectrum of consumers. Therefore, color plays a crucial role in luxury branding by shaping consumers' attitudes and inclinations. The color of luxury items is associated with different emotions and psychological associations that influence consumers' perceptions and valuation of a product. The selection of colors in luxury branding is often purposeful and tactical, with the goal of establishing a particular brand identity and attracting a specific consumer group. Colors are employed as a tool to establish a unique brand identity and allure the intended audience. The strategic use of color allows luxury brands to establish a unique brand identity and differentiate their products from those of their rivals, enhancing their perceived value and customer loyalty.