POSTED BY: Jim Ittenbach | April 8, 2014
University of Missouri News Bureau
Many studies have shown that a company’s logo is one of the most important aspects of marketing and advertising a brand, or features that distinctly identifies a company’s product or service from its competitors. Now, a researcher at the University of Missouri has found that the specific colors used in a company’s logo have a significant impact on how that logo, and the brand as a whole, is viewed by consumers.
Jessica Ridgway, a doctoral student in the MU Department of Textile and Apparel Management, surveyed 184 adults using generic logos of different colors for fake companies that she created. She then asked participants to describe the emotions they felt toward the fake companies upon seeing each logo. Ridgway was able to identify key characteristics that each logo invoked, based on which colors were used.
The study revealed that blue logos invoked feelings of confidence, success and reliability; green logos invoked perceptions of environmental friendliness, toughness, durability, masculinity and sustainability; purple logos invoked femininity, glamour and charm; pink logos gave the perception of youth, imagination and fashionable; yellow logos invoked perceptions of fun and modernity; and red logos brought feelings of expertise and self-assurance.
Read more here.