Colour as Strategic Signal: The Role of Colour Concept in Digital Branding in the Age of Artificial Intelligence

Shashidhar Venkatraman Bhat

Dayananda Sagar College of Engineering

shashidharbhat44@gmail.com

Dr. Ganesha K S

Assistant Professor

Department of Management Studies

Dayananda Sagar College of Engineering

ganeshaks@gmail.com

Abstract

Colour has always meant something to a brand. What's changed is how that meaning gets chosen, tested, and pushed out into the world. This chapter looks at colour as a branding tool in digital environments where AI now handles decisions that used to sit with a human designer's judgement. It works through the psychological and cultural groundwork behind colour meaning, how digital platforms raised the stakes on brand colour, and how AI systems now generate, personalise, and test colour at a scale no design team could match on its own. It also weighs what's gained against what's lost visual sameness across brands, bias baked into training data, human creative judgement quietly atrophying and ends by asking what a sensible, human-supervised approach to AI-assisted colour strategy actually looks like.

Keywords: colour psychology, digital branding, artificial intelligence, brand identity, generative design, visual communication