The Use of Colors in Branding for Banks and Customer Perception : Case study “Government Savings Bank

Abstract

The objective of the research includes: (1) to study the selection process of colors, the color scheme, and the application of colors in the communication and branding of the Government Savings Bank (GSB); (2) to compare the demographic characteristics with the perception of the brand’s color identity and the attitude towards the GSB brand; (3) to compare the customers’ behavior of using products and services of GSB brand with the perception of the brand’s color identity.

The methodology of this research includes two approaches: qualitative research through documentary studies and in-depth interviews with 6 people (executives and staffs of GSB and graphic designer); and quantitative research through questionnaire responses from 400 GSB customers collected from 20 GSB branches.

The study shows that the rebranding of GSB resulted from a change in the business environment caused by the rewriting of the regulation which allows GSB to operate like a commercial bank. Therefore, GSB had to change their brand image to keep up with modern times, as it would allow them to compete with other banks and expand their customer base to the younger generation. In the rebranding process, GSB changed their corporate color identity from blue to pink and gold to differentiate themselves from other banks. The color pink expresses cordiality and friendship, while gold represents stability and dignity. These two colors are virtually used in GSB media, with pink dominating the color scheme to create brand awareness and recognition as well as association of that color to the GSB.

The findings of the quantitative research are as follows: (1) customers of different ages and occupations have different perceptions of the color identity and customers of different ages, educational background, and income levels have different attitudes towards the GSB brand; (2) customers with different consumption behaviors have the same perceptions of the color identity.