Importance of color in interior architectural space on the creation of brand identity

ABSTRACT: Many theoretical research work in different disciplines of knowledge have dealt with the topic of color, its properties, systems, and relationships. Color is a lot more than just a layer of paint on a surface, or a tool of decoration. It is a basic element of design, and the most expressive, by the meaning it conveys, and the psychological effects on the viewers. Color has an important role in bringing out the image of interior spaces by means of integration of the colors used in the general interior design, in furniture, and in accessories, for the creation of the character as a whole. The concept of ‘brand space’ and its relationship between the general image of interior space has also been a matter of interest. In the recent years there was a noticeable interest in the identity of the brand space, how it may add to the aesthetic properties of the design of interior spaces, and how it may parallel affect both the performance of users and the commercial trust and attraction of the customers. Taken together, color properties and the brand space identity are both very effective in creating the attractive image of a designed commercial space. Accordingly, the topic of the research work has been decided upon to be an investigation regarding the limited state of theoretical and practical knowledge that offer a clear photographs about color formations, and the identity of brand space, and their role in enhancing commercial activities in commercial spaces. The study shall try to concentrate on how color and the brand space can be integrated, and what are their parallel effects of this interaction on the interior spaces of commercial buildings. To achieve this aim, a qualitative study where the investigation depended on a survey regarding a selection of a number of buildings of famous enterprises, and making an analysis of their features according to the theoretical parameters adopted. The descriptive approach was adopted for the purpose of analyzing the chosen samples, using photographs and information by survey. Eight samples of commercial interior spaces, from a variety of internationally renowned companies’ buildings having different operational functions, have been chosen. The analyses were made on the basis of the properties of the colors used in the creation of brand spaces as the interior spaces of these buildings, the psychological and visual effects on both the employees and the users of these spaces. The investigation concluded that there is great effect of the brand space and the color systems used in the spaces on creating a parallel response in interior space of commercial building. There was a noticeable effect of the brand on the design of the spaces of the commercial buildings and of the colors used there, especially on the general interior character, on the furniture, and on the accessories, and on the accessories,by design these elements as way to reflected brand identity (ei. color and form). Through the analyses, it was found out that color properties are very effective in creating positive effects on the atmosphere, realized by the contrast in the color systems, between cold and warm colors, as well as in color complementary aspects, in widely used neutral colors with accent colors to give a kind of activity and energy inside these spaces. Transparency between the outside and the inside was also employed to create a kind of relationship with the surrounding, and to make visible the attempt of creating a brand identity by the usage of color. It was concluded that color systems and brand space identity have clear and large interaction on the interior design of commercial buildings, and the ways they induce a parallel effect the users of the spaces are means of the color patterns occupied by the specific brand spaces. Keywords: Color, Brand Identity, Brand Space, Interior Space, Commercial Spacevi. …………………………………………………………………………………………………………………………