Color Of The Product Under The Brand Strategy Design

Brand strategy, as an image-building activity focused on the corporation and its products, is proposed to improve the products' competitive position. Color design is an efficient and crucial way to build the brand image in brand strategy due to its high expressive force. How to design the products' color with the guidance of brand strategy is an important task.This thesis introduces the theory of brand strategy and color design. Then the relationship between brand strategy and products' color design is presented through the research on the difference between cognizance and meaning from various products of NOKIA. Combined color design's principle and procedure of current products with relative theory and research results of brand strategy, the paper concludes the basic principle and procedure of products' color design. Finally, the concept of products' color design is applied to the color design of products of one group, and proved to be effective and efficient.