The paper focuses on the use of psychological and psychophysiological knowledge in such areas of brand-making as visual design and naming. The paper represents the results of survey about best colour and shape for brand image of company selling personal development trainings. Respondents were also asked about lexical associations with personal development trainings. According to the survey, the best colours for brand image are green and blue. The best shape for the brand image is line, arrow, zigzag or lightening. The survey showed that Lexical associations mainly represent the factor Activity of Charles E. Osgood's semantic differential. The results of the study can be used in brand construction to construct effective brand image and brand name.

Gutnik Igor Nerisovich, Doctor of Sciences (Biology), Professor, Irkutsk State University, 1, K. Marx st., Irkutsk, 664003, Russian Federation, e-mail: gutnikigor@mail.ru 

Bulatova Daria Vladimirovna, Undergraduate, Irkutsk State University, 1, K. Marx st., Irkutsk, 664003, Russian Federation, e-mail:bulatovadv@gmail.com

Gutnik I. N., Bulatova D. V. Psychological and Psychophysiological Aspects of Brand-Making. The Bulletin of Irkutsk State University. Series Psychology, 2018, vol. 26, pp. 30-42. https://doi.org/10.26516/2304-1226.2018.26.30 (in Russian)

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