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THESIS PROJECT

ColorShift: A Graphic Design Process Book Exploring How Color and Motion Influence Emotional Perception and Brand Connection in Affordable Women's Fashion Jewelry

Digital presentation of Elsa Voight’s thesis project, Color Shift, displayed on a laptop and showcasing the cover design for a graphic design research process book.

DEGREE:

Master of Arts

Graphic Design

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SCHOOL:

Lindenwood University,

St. Charles, Missouri

(Online)

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YEAR COMPLETED:

Planned Graduation

December 2026

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ROLE:

Researcher

Creative Director

Graphic Designer

TOOLS:

Adobe Creative Cloud

Qualtrics

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Graphic icon representing education and academic degree information.

DEGREE:

Master of Arts

Graphic Design

University building icon representing academic education and institution information.

SCHOOL:

Lindenwood University,

St. Charles, Missouri (Online)

Calendar icon.

YEAR COMPLETED:

Expected Graduation

December 2026

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ROLE:

Researcher

Creative Director

Graphic Designer

Paintbrush and palette icon representing design tools and creative resources used for the project.

TOOLS:

Adobe Creative Cloud

Qualtrics

Project Overview

ColorShift explores how color and motion influence brand perception through a fictional jewelry identity system. This master's thesis project combines branding, motion design, and audience research to examine how intentional design choices shape emotional connection and consumer response.

Why I Chose This Project

With over 15 years of graphic design experience, I created ColorShift to explore the intersection of branding, color theory, and consumer perception. This project allowed me to step into a new industry, challenge my creative process, and expand my skills in developing cohesive, emotionally engaging brand systems.

Research

Through research on color psychology, branding, and emotional perception, this project explored how color influences audience responses to a consistent brand identity system. A quantitative study of Quanta & Co. informed the final designs and revealed how color and motion can shape brand experience.

Brand Development

Quanta & Co. is a fictional contemporary jewelry brand created to explore how color influences brand perception. Through research, visual exploration, and multiple rounds of logo development, I created a clean, adaptable identity system that maintained consistency while providing a controlled framework for studying the influence of color on brand perception.

Quanta & Co. brand mood board featuring black and white imagery, typography, and visual references used to guide the development of the identity system.
Final Quanta & Co. logo design showcasing the refined neutral gray identity direction developed for the brand system.

Key Survey Findings: Red

  • Survey Participants: 55

  • Dominant emotions: 
    Aggressive, Exciting

  • Brand perception: Bold but divisive

  • Best insight: A darker red would better support the brand's premium positioning.

Quanta & Co. brand application featuring a red color direction across multiple touchpoints, including digital, print, vehicle, and packaging designs to demonstrate a cohesive identity system.

Key Survey Findings: Orange

  • Survey Participants: 40

  • Dominant emotions: Confused, Playful

  • Brand perception: Creative but casual

  • Best insight: Orange appeared too vibrant and did not align with the brand's intended modern aesthetic.

Quanta & Co. brand application featuring an orange color direction across multiple touchpoints, including digital, print, vehicle, and packaging designs to demonstrate a cohesive identity system.

Key Survey Findings: Yellow

  • Survey Participants: 43

  • Dominant emotions: 
    Aggressive, Confused

  • Brand perception: Energetic but overwhelming

  • Best insight: Yellow felt too bright and distracting,
    lowering perceived value and making the brand feel less refined.

Quanta & Co. brand application featuring a yellow color direction across multiple touchpoints, including digital, print, vehicle, and packaging designs to demonstrate a cohesive identity system.

Key Survey Findings: Green

  • Survey Participants: 50

  • Dominant emotions: Confused, Excited

  • Brand perception: Fresh but misaligned

  • Best insight: Green felt unique, but it was more associated with sustainability and affordability than a modern jewelry brand.

Quanta & Co. brand application featuring a green color direction across multiple touchpoints, including digital, print, vehicle, and packaging designs to demonstrate a cohesive identity system.

Key Survey Findings: Blue

  • Survey Participants: 42

  • Dominant emotions: Calm, Trustworthy

  • Brand perception: Professional and reliable

  • Best insight: Blue created a stable, positive brand perception, but lacked the distinctiveness needed for a modern jewelry identity.

Quanta & Co. brand application featuring a blue color direction across multiple touchpoints, including digital, print, vehicle, and packaging designs to demonstrate a cohesive identity system.

Key Survey Findings: Purple

  • Survey Participants: 46

  • Dominant emotions: Playful, Calm, Confused

  • Brand perception: Unique but inconsistent

  • Best insight: Purple showed potential for luxury and elegance, but a darker, more refined shade would better support a modern jewelry identity.

Quanta & Co. brand application featuring a purple color direction across multiple touchpoints, including digital, print, vehicle, and packaging designs to demonstrate a cohesive identity system.

Key Survey Findings: Pink

  • Survey Participants: 52

  • Dominant emotions: Playful, Exciting

  • Brand perception: Fun and feminine, but less premium

  • Best insight: Pink created a strong emotional identity, but its youthful and feminine associations limited perceptions of sophistication and a modern look.

Quanta & Co. brand application featuring a pink color direction across multiple touchpoints, including digital, print, vehicle, and packaging designs to demonstrate a cohesive identity system.

Key Survey Findings: Brown

  • Survey Participants: 46

  • Dominant emotions: Confused, Calm

  • Brand perception: Professional but subdued

  • Best insight: Brown created a grounded, classic feel, but its muted appearance reduced excitement and perceived value for a modern jewelry brand.

Quanta & Co. brand application featuring a brown color direction across multiple touchpoints, including digital, print, vehicle, and packaging designs to demonstrate a cohesive identity system.

Key Survey Findings: Black

  • Survey Participants: 43

  • Dominant emotions: Luxurious, Professional

  • Brand perception: 
    Sophisticated and premium

  • Best insight: Black was the strongest-performing color, effectively elevating perceived value and reinforcing a timeless modern jewelry identity.

Quanta & Co. brand application featuring a black color direction across multiple touchpoints, including digital, print, vehicle, and packaging designs to demonstrate a cohesive identity system.

Outcomes & Impact

ColorShift highlights the impact of research-driven design decisions and intentional color choices in shaping brand perception. The findings provide practical insights for designers developing cohesive visual identities and meaningful audience connections.

Reflection

ColorShift strengthened my understanding of how research, color, and motion influence brand perception and emotional connection. This project reinforced the value of intentional, research-driven design and will continue to shape how I create meaningful and strategic brand experiences.

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