The Effect of Orange Color Usage on the Brand Element of the Attributes of Shopee Food Driver Partners Towards Brand Personality

Indonesia's food delivery service competitiveness pushed each company to create an identity through brand elements, such as color, which construct the brand personality. Shopee Food uses orange color on its brand elements, including the attribute of Shopee Food's driver-partners. Therefore, this research is an attempt to address the issues of color's effect selection on the brand element of Shopee Food driver-partners, which examined the brand personality indicators. The brand personality employs 5 indicators of sincerity, excitement, competence, sophistication, and ruggedness. This research also utilizes a quantitative approach, using an experimental method with a 2x2 design factorial (icon vs color), and employs a questionnaire as the research instrument. There were successfully recruited 120 respondent samples which were divided into 4 groups with different treatments. Analysis for each treatment group performed MANOVA one way, and the hypothesis test is conducted through multiple linear regression tests. The findings revealed that elements of the brand such as logo and color may evoke the perception of customers through brand identity, specifically orange could bring an image of excitement. Further research needs to be conducted to investigate the other elements of the brand such as tagline, symbols, and characters towards customer's brand attitudes.