Date of Award

7-2026

Document Type

Thesis

Degree Name

Master of Arts in Graphic Design

Department

Graphic Design

First Advisor

Dennis Schmickle

Second Advisor

Kristy Tucciarone

Third Advisor

Katie Watson

Abstract

This study examines how manipulating color and motion within a single brand identity system influences consumer emotional response and brand consistency. Using a fictional modern jewelry brand, Quanta & Co., the research isolates color as the primary variable by applying nine distinct mid-range color palettes to identical layouts, logos, and structures across both print and digital touchpoints. These collateral assets include jewelry packaging, vehicle wraps, digital advertisements, and an animated logo. A quantitative survey was executed to capture real-time audience impressions regarding brand traits, perceived quality, and the overall alignment of each color variation with the brand's identity.

The findings demonstrate that color selection significantly shifts public perception and trust independently of other design elements. Saturated and neutral tones, particularly black and blue, generated the highest ratings for brand fit, professionalism, and expected product quality. Conversely, brighter palettes like yellow, pink, and purple skewed audience perception toward playfulness or youthfulness, which diminished the brand's intended positioning as a modern, approachable mid-range retailer. Additionally, the study reveals that motion graphics and logo animation capture user attention more effectively, reinforcing or amplifying the emotional connections established by the base color palette.

Ultimately, the project compiles these visual experiments, survey analyses, and design methodologies into an interactive graphic design process book. This comprehensive document bridges theoretical color psychology with applied contemporary branding practices. By validating how specific color and movement combinations dictate marketplace positioning and consumer trust, the research provides a practical, data-driven framework for designers to make highly strategic visual communication choices.

Research Highlights

  • The Problem: Existing color theory research frequently evaluates color alongside multiple changing variables within varied brand systems or prioritizes static visual outputs, which limits understanding of color as an independent variable and offers minimal insight into how motion interacts with color to influence digital brand connection.

  • The Method: A practice-based and research-informed study applied nine mid-range color variations to a single, consistent fictional fashion jewelry brand identity (Quanta & Co.) across print, packaging, large-scale, and digital touchpoints; an online Qualtrics survey was administered to a voluntary, anonymous pool of adult jewelry consumers who evaluated randomized sets of four color conditions.

  • Quantitative Finding: The study examined the effects of color and motion design elements across a series of static and motion graphics utilizing 9 distinct color variations; each participant was randomly assigned to evaluate exactly 4 out of the 9 color options to minimize survey fatigue and enhance response quality; the survey remained open for an electronic distribution window of approximately 10 days.

  • Qualitative Finding: Darker, neutral tones like black generated the strongest perceptions of timelessness, quality, and brand trust, while blue reinforced professionalism and credibility; brighter, saturated colors like yellow, pink, and purple were consistently associated with youthfulness, playfulness, or lower-end branding, which diminished perceptions of brand modernity.

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

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