Chromatics and image of websites of Private Higher Education Institutions in Pichincha

Abstract

This study investigates how corporate color affects the visual identity of Private Higher Education Institutions in Pichincha, focusing on its influence on student perception and brand recognition. The findings reveal that most students can identify their institution’s color through its website, indicating effective visual communication. This identification suggests that the colors used in institutional branding play a crucial role in fostering emotional connection and loyalty to the educational brand.

However, the study also highlights the need to implement more inclusive strategies to strengthen recognition and visual identity consis- tency across digital platforms. While corporate color is a distinctive element, inconsistencies in its application can lead to confusion and a weak brand perception. Therefore, it is recommended that institutions develop style guides to ensure a consistent representation of their colors across all communication channels. This will not only enhance brand visibility but also contribute to a more cohesive and engaging experience for students.