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Är hälsa orange?: En kvalitativ studie av Norrbottens Läns Landstings byte av färg på Vårdcentralers logotyper i Norrbotten
Umeå University, Faculty of Arts, Department of culture and media studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Is the colour of health orange? : A qualitative study of Norrbotten County Council’s change in colour of Health Care Centers logotypes in Norrbotten (English)
Abstract [en]

Colours have been proven to have both a great physical and psychological impact on human beings. This essay investigates the rebranding of 37 Health Care Centers, located in Norrbotten, Sweden, and how 10 interviewees have experienced the new choice of colour on the logotypes of these Health Care Centers.

The theoretical framework used in this research process, consists of theories related to rebranding, the communication process, encoding/decoding and Goethe’s Theory of Colours.

To gather information about how the 10 inhabitants have experienced the new choice of colour, a semistructured form of interview was used. In addition to these interviews, three people employed by Norrbotten County Council (NLL) were interviewed, to get to know more about the rebranding process and the message behind the chosen colours of the logotype.

Results show that the inhabitants had an overall positive reaction to the new colour choices, but that younger target groups lacked information about the new logotype and the rebranding.

Due to these results, recommendations were made that NLL should expand the quantity of media channels to reach these younger target groups, and thereby be able to attract more patients to their Health Care Centers. NLL would also profit from investigating the inhabitants experiences related to the new colour choices themselves, but in a larger scale, to achieve greater knowledge of how to proceed with colour choices in the future.

Place, publisher, year, edition, pages
2014. , 40 p.
Keyword [en]
colour theory, rebranding, health care, communication process, encoding, decoding
Keyword [sv]
färgteori, rebranding, hälsovård, kommunikationsprocessen, encoding, decoding
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-87554OAI: diva2:709717
Educational program
Programme in Media and Communication Studies: Strategic Communication
Available from: 2014-04-03 Created: 2014-04-02 Last updated: 2014-04-03Bibliographically approved

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Lindqvist, Jonatan
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