Social and cultural trends in youth color preferences in products and logos of com- mercial enterprises

   The color preferences of young people are of high importance in marketing, journalism, sociology, information technology, etc. The color factors of products and logos of commercial enterprises should focus the attention of buyers and/or consumers of a particular content for commercial purposes, for example, the purchase of goods or services.
   The purpose of the sociological research is to study the color preferences of young people in products and logos of commercial enterprises. In accordance with this goal, the following tasks were solved: the socio-demographic characteristics of the respondents were studied; the factors of attracting consumers of a particular service in the products and logos of commercial enterprises were investigated; the advantages of each company logo compared to other organizations were identified in connection with the emotions it evokes among the respondents. The object of the study is young people aged 14-35 years. The subject of the research is the peculiarities of the color preferences of young people in the products and logos of commercial enterprises.
   In the article, the authors analyze the methodological principles of the meaning of color as a social marker of commercial enterprises. Researchers study the color preferences of young people in the context of sociological analysis. Researchers also carry out a sociological assessment of the color preferences of young people in products and logos of commercial enterprises. The article discusses methods and technologies for attracting consumers, taking into account the emotional characteristics of respondents based on the method of content analysis with the inclusion of Goethe's theory.
   The empirical experience of studying the color preferences of young people in the context of the consumption of products and logos of commercial enterprises was obtained by the online questionnaire method. A sociological assessment of the color preferences of young people in products and logos of commercial enterprises was also carried out using the content analysis method of Johann Wolfgang von Goethe's theory of color perception.

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