The color of a brand is walked through several phases from initial selection through the final analysis to understand how well it has met the brand needs. Several steps are described: the associated strategic decisions; how to align the color with a product/brand's attributes/voice; what are the customer segmentations and geographical positioning; and trend influences and competitive landscape.
Leslie Harrington, "The Design of a Color" in Proc. IS&T 24th Color and Imaging Conf. , 2016, https://doi.org/10.2352/ISSN.2169-2629.2017.32.283