The colorful company : effects of brand logo colorfulness on consumer judgments

Abstract

This study examines the impact of brand logo colorfulness on consumer judgments toward a brand and its products. Four experiments demonstrate that the colorfulness of a brand logo affects consumers' perception of the product variety offered by the brand. When consumers feel that a brand logo is colorful, they tend to infer that the brand offers a high variety of product options to its customers. Driven by the perception of product variety, logo colorfulness has downstream consequences on consumer attitudes, an effect that can be moderated by brand positioning. Together, this study introduces the effects of logo colorfulness on consumer judgments, contributes to the psychological literature on color and variety, and bears important practical implications regarding how designers and marketers can practically determine a brand logo that best serves the brand image.