<![CDATA[Colour is an integral visual communication tool that affects emotional responses, perception, and influences consumer behaviour. In branding, colour can be used to showcase brand identity and drive engagement in social media platforms. The research aims to analyse Bruneian youths’ perception of how effective branding colour choices are in communicating brand values and enhancing youths’ engagement in RTB’s social media. The research employed a mixed-method approach via a survey questionnaire and semi-structured interviews. Data were collected from 194 youths and 7 participants were interviewed. Quantitative data were analysed via descriptive statistics and linear regression, whereas qualitative data were thematically analysed. The findings from quantitative data revealed yellow as having the highest mean in communicating brand values, and that attitude towards branding colour choice significantly predicts youths’ engagement on social media. Results from qualitative data showed varying perceptions of branding colour choice due to association of emotions and prior experience. The findings contribute insights into how branding colour can be strategically developed to align with RTB’s brand values and drive social media engagement. However, the study noted several limitations, including only examining RTB’s main social media (@rtb.bn). Future recommendations consist of exploring multimodal approach, expanding sampling size and participants’ demographic to further understand effectiveness of branding colour.]]>
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