Document Type : Original research study

Authors

1 PhD Student of Sport Management, Islamic Azad University, Shiraz Branch, Shiraz, Iran

2 Associate Professor of Sport Management, Islamic Azad University, Shiraz Branch, Shiraz, Iran

3 Assistant Professor of Sport Management, Islamic Azad University, Shiraz Branch, Shiraz, Iran

Abstract

The present study was designed and implemented with the aim of presenting a model for the development of color psychology in sport production companies. The present study was one of the qualitative researches, and the statistical population of the study consisted of all experts in the field of color psychology. According to the selection of snowballs, 13 people were identified as the research sample; the data collection tool being a semi-structured interview. Open, axial and selective coding was used to analyze the research data. The results showed that among the identified strategies were the appointment of specialized working groups in the field of color psychology in sports, design and determination of functional standards of color psychology in sports, holding training courses on color psychology in sports, attracting psychologists, use of color in the field of sports, creating technical knowledge in sports production companies of the society about the color interests of different groups of society, and updating the knowledge of sports production companies regarding color psychology in sports.

Keywords

Main Subjects

  1. Anjana, P., Bavatarani, S., & Kumar, D. (2020, February). A study on human behavior based color psychology using K-means clustering. In 2020 International Conference on Inventive Computation Technologies (ICICT) (pp. 608-612). IEEE.
  2. Azam Fitri, P. A. A. (2020). Color psychology in advertising. Journal of Art and Design (REKA), 2, 26-28.

 

 

  1. Bellizzi, J. A., & Hite, R. E. (1992). Environmental color, consumer feelings, and purchase likelihood. Psychology & Marketing9(5), 347-363.
  2. Casas, M. C., & Chinoperekweyi, J. (2019). Color psychology and its influence on consumer buying behavior: A case of apparel products. Saudi Journal of Business and Management Studies4(5), 441-456.
  3. Chang, W. L., & Lin, H. L. (2010). The impact of color traits on corporate branding. African Journal of Business Management4(15), 3344-3355.
  4. Chikish, Y., Carrears, M., & García, J. (2019). eSports: A new era for the sports industry and a new impulse for the research in sports (and) economics. Spanish Economic Papers, 1, 1-7.
  5. Elliot, A. J., & Maier, M. A. (2014). Color psychology: Effects of perceiving color on psychological functioning in humans. Annual Review of Psychology, 65, 95-120.
  6. Enayati, F., & Sadat KHah, F. (2017). Study and analysis of color psychology characteristics. Paper presented at the 3rd International Conference on Psychology, Educational Sciences and Lifestyle, Torbat Heydariyeh, Torbat Heydariyeh University. (In Persian).
  7. Hasani, F., Sohrabi, M., & Zeidabadi, R. (2015). Psychometric properties of Persian Version of Athletes Coping Strategies Questionnaire in Competitive Sport), Sport Psychology Studies, 3(10), 1-24. (In Persian).
  8. Harris, M. J. (2018). Color theory and its applications in marketing as it relates to color psychology (Master´s thesis in Telecommunications). Ball State University.
  9. Huang, L., & Lu, J. (2016). The impact of package color and the nutrition content labels on the perception of food healthiness and purchase intention. Journal of Food Products Marketing,22(2), 191-218.
  10. Kolenda, N. (2016). The Psychology of Color. Kolenda Entertainment LLC.
  11. Lüscher, M. (1971). The Luscher color test. Simon and Schuster.
  12. Mortazavi Far, R., Farzan, F., & Alamtalab, S. (2017). The role of body image in selecting the color of sports apparel (A case study: Academics of Mazandaran University). Sport Psychology Studies, 6(22), 87-98. (In Persian).
  13. Nejatian, S., & Esmail Zadeh, N. (2014). Psychology of color and its impact on the environment, with emphasis on interior spaces. Paper presented at the Third National Conference on Interior Architecture and Decoration, Isfahan, Institute of Higher Education. (In Persian).
  14. Pan, J. F., & Chen, K. Y. (2016). Hard landscape analysis of guangzhou children's parks based on color psychology. Guangdong Landscape Architecture, (5), 3.
  15. Powers, K. I. (2015). Color design and purchase price: How vehicle colors affect what consumers pay for new and used cars. InThe psychology of design (pp. 97-112). London: Routledge.
  16. Savić, Z., Ranđelović, N., Stojanović, N., Stanković, V., & Šiljak, V. (2018). The sports industry and achieving top sports results. Facta Universitatis, Series: Physical Education and Sport15(3), 513-522.
  17. Thomas, F. C., Bowie, J. A., Hill, L., & Taknint, J. T. (2019). Growth-promoting supervision: Reflections from women of color psychology trainees. Training and Education in Professional Psychology13(3), 167.
  18. Yu, C. E., Xie, S. Y., & Wen, J. (2020). Coloring the destination: The role of color psychology on Instagram. Tourism Management80, 104110.
  19. Whitfield, T. W., & Whiltshire, T. J. (1990). Color psychology: A critical review. Genetic, social, and General Psychology Monographs, 1, 4-9.
  20. Xie, W., & Cui, Y. (2016). Study on the role of color psychology in children’s wear. Paper presented at the International Conference on Humanities And Social Science, Atlantis Press.