Colour and Shape Psychology in Urban MSME Branding: Evidence from Northern Ghana
DOI:
https://doi.org/10.24191/ijad.v10i2/71xrw253Keywords:
Colour Psychology, Shape Psychology, MSMEs, Branding, Quantitative Study, GhanaAbstract
This study investigated the application of colour and shape psychology in branding among Micro, Small, and Medium Enterprises (MSMEs) in Tamale, Ghana. A quantitative cross-sectional survey design was employed, with a structured questionnaire administered to 346 businesses across seven sectors including restaurants, cosmetics, agribusiness, pharmaceuticals, fashion boutiques, automobile dealers, and printing presses. The research instrument was validated through face validity, pilot testing (n=30), and internal consistency testing (Cronbach's α = 0.87). Descriptive and inferential statistical analyses including chi-square tests, logistic regression, and confidence intervals were conducted. Findings revealed that while 81.5% of businesses use logos, only 46.2% intentionally chose shapes for psychological meaning. Furthermore, 25.4% of respondents reported rarely or never considering emotional or psychological effects in their design processes, and only 52.6% believed their brand colours affect customer feelings. Colour consistency across media was low at 31.5%. Chi-square analysis revealed significant associations between business sector and colour consistency (χ² = 24.36, df = 12, p = .018), between sector and logo ownership (χ² = 18.92, df = 6, p = .004), and between sector and intentional shape selection (χ² = 21.45, df = 12, p = .044). Logistic regression indicated that having a logo (OR = 3.42, 95% CI [2.18, 5.36], p < .001) and colour consistency (OR = 2.87, 95% CI [1.76, 4.68], p < .001) were significant predictors of business owners' belief that visual design influences customer behaviour. The study concludes that significant gaps exist between theoretical knowledge of design psychology and practical application among MSMEs.
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