Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)

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Research on Visual Communication of Luxury Brand Marketing Videos Based on Color Psychology

Authors
Xiaowen Bi1, *
1University of Southampton—Winchester School of Art, Southampton, SO17 1BJ, UK
*Corresponding author. Email: xiaoxuanbi@outlook.com
Corresponding Author
Xiaowen Bi
Available Online 26 February 2026.
DOI
10.2991/978-94-6239-604-3_3How to use a DOI?
Keywords
color psychology; luxury brands; marketing videos; visual communication; consumer perception
Abstract

In the era of rapid digital media development, luxury brands are increasingly relying on marketing videos as a primary method of marketing communication and promotion. As the most direct visual element, color plays a central role in shaping brand image, arousing consumer purchasing desire, and strengthening brand positioning. Drawing on the theory of color psychology, this article explores the application of color in luxury brand marketing videos. It first reviews the basic theories of color psychology, including the relationship between color and its symbolic meaning, cultural differences, and the laws of color combination. Secondly, by analyzing case studies of iconic brands such as Celine, Vivienne Westwood, and Louis Vuitton, it reveals how these brands express color in video marketing. Finally, combining theory with case studies, it offers recommendations for luxury brands’ color strategies in video marketing. Research shows that color is not only a core aesthetic element but also a psychological and cultural symbol. The rational use of color can help luxury brands achieve differentiated positioning. Perfect color combinations instantly capture attention and resonate with consumers.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
26 February 2026
ISBN
978-94-6239-604-3
ISSN
2352-5428
DOI
10.2991/978-94-6239-604-3_3How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xiaowen Bi
PY  - 2026
DA  - 2026/02/26
TI  - Research on Visual Communication of Luxury Brand Marketing Videos Based on Color Psychology
BT  - Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)
PB  - Atlantis Press
SP  - 14
EP  - 23
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-604-3_3
DO  - 10.2991/978-94-6239-604-3_3
ID  - Bi2026
ER  -