Does Brand Logo Color Influence Consumer Perception of Brands? : Insights from Consumers

Abstract

The persuasive effect of color is one of the most controversial and discussed aspects of marketing. It cannot be denied that a color, depending on personal background and visual impression, can be transformed into a spectrum of feelings, which, in turn, allow consumers to form a perception of a brand. Due to the fact that color is inextricably linked to consumers’ attitudes towards the personality of a brand and has an influence on purchasing intent, it is crucial for brands to consider color as an important element for building brand identity. Simultaneously, a logo is seen as a business card of a brand, representing its core and values. Combining the two vital components, color and logo, the objective of this study was to analyze the possible influence of a logo’s color on the formation of brand perception and to provide practical recommendations in terms of aspects that should be taken into consideration while creating a logo. Quantitative research was adopted for the study, which had a descripto-explanatory purpose. The primary data collection process was carried out with the help of a self-administered questionnaire. The research sample was chosen in accordance with the convenience sampling technique in order to ensure a wider range of responses and participants’ diversity. The sample contained 139 participants (29% males and 70% females, with 1% of respondents preferring not to disclose their gender) currently residing in 39 different countries. The results of the study confirmed that there was a correlation between consumers’ favorite colors and their preferences in logotypes containing the same colors. Moreover, it was discovered that age did not have an impact on the consumers’ preferences in colors, whereas gender was a factor determining an attitude towards the color of pink and pink-colored logos. Finally, the characteristics that were given to brands based on the logo color were explored and explained, followed by practical recommendations in terms of matching a logo color with brand’s positioning.