Investigating the effects of political branding with respect to colour in the voting-decision making process

Abstract

Purpose: The scope of this study is to assess the role of colours in the perception of a message in political marketing. Research Design: The objectives set out in this study were achieved through the use of quantitative research. A self-administered and internet-based questionnaire was used and distributed through the use of social media to Maltese individuals over the age of 18. Research Findings and Implications: The results of this research indicate that preference of colour is impacted by demographics, specifically age and gender. Further to this, it was also identified that many of the respondents preferred a neutral colour composition and rarely opted for a variance in colour composition. Further to this, it was interesting to notice that when faced with varying backgrounds, many participants were not swayed by background colour but instead viewed the political message first and decided accordingly. Originality and Value: This research is significant to both researchers and practitioners. This research sheds light on the impact of colour on the perception of a political message, together with the importance of colour composition to achieve the best results by individuals. This study thus helps provide a glimpse of how political marketers can use colours to improve the delivery of their message.