The interactive effects of colors and products on perceptions of brand logo appropriateness

  title={The interactive effects of colors and products on perceptions of brand logo appropriateness},
  author={Paul A. Bottomley and John R. Doyle},
  journal={Marketing Theory},
  pages={63 - 83}
This article explores the role that color can play in building brand meaning with two experiments. Without prior conditioning, we demonstrate how an appropriately chosen color for a brand name (logo) can bring inherent and immediate value to a brand. Experiment 1 explores the notion of congruity, showing that it is more appropriate for functional products to be presented in functional colors, and sensorysocial products in sensory-social colors. Experiment 2 examines the effect of red and blue… 

Tables from this paper

Exciting red and competent blue: the importance of color in marketing
From beverages to consumer electronics, marketers are using color in innovative ways. Despite this, little academic research has investigated the role that color plays in marketing. This paper
Colors in Marketing: A Study of Color Associations and Context (in) Dependence
Mirroring an increasing awareness of the importance of colors, today marketing managers are paying increasing attention to the deployment of color in marketing as well as to the applicability of
How Visual Brand Identity Shapes Consumer Response
Most brands are represented visually in print advertisements, and these visual representations must consistently identify the brand to the consumers who encounter it. At the same time, some of the
The Role of Logo Recoloring on Perceptual Fluency in Cause-Related Marketing Campaigns
Abstract This article investigates the influence of brand esthetics on consumer response to cause-related marketing campaigns. Drawing on brand visual identity and advertising research, a processing
A study on brand personality: consumers’ perceptions of colours used in fashion brand logos
Creating a likeable, relatable brand personality is one way that fashion brands can connect with consumers and increase profits. However, few studies have investigated how consumers perceive
Brand visualization: Effects of "product shape- typeface design" congruence on brand perceptions and price expectations
This research addresses effects of congruence of symbolic meanings connoted through product shape and typeface design on brand perceptions and price expectations. Based on processing fluency
Living brands: consumer responses to animated brand logos
This research builds foundational theory in a new domain of marketing: animated visual brand elements. It focuses on agent animation, which conveys a sense that the brand element, such as a logo,
The effects of sensory fit on consumer evaluations of co-branding
Abstract While previous co-branding research sheds light on the effects of perceived fit between partner brands, the findings have been limited to only two types of perceived fit: product category


Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences
Color is an integral part of products, services, packaging, logos, and other collateral and can be an effective means of creating and sustaining brand and corporate images in customers’ minds.
Environmental color, consumer feelings, and purchase likelihood
This study tested the effects of red and blue in a shopping-related context. Red and blue were selected because of their opposite color properties. Prior color research has shown that red is
Font appropriateness and brand choice
All Dressed Up With Something to Say: Effects of Typeface Semantic Associations on Brand Perceptions and Consumer Memory
In this research, a conceptual framework is developed that addresses the impact of typeface semantic cues within a marketing context. Visual properties of typefaces are conceptualized as
Exploring the Relationships Between Colour and International Branding: A Cross Cultural Comparison of the UK and Taiwan
Non-verbal cues have taken on an increasingly prominent role in international brand strategy as companies strive to reach consumers on a deeper psychological level. This paper explores the
Foreign Branding and Its Effects on Product Perceptions and Attitudes
With three experiments, the authors examine the notion that foreign branding—the strategy of pronouncing or spelling a brand name in a foreign language—triggers cultural stereotypes and influences
The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies
Developing and managing brand image is an important part of a firm's marketing program. However, little research has been done (1) on linking the use of brand image strategies to product performance
The Effect of Conceptual and Perceptual Fluency on Brand Evaluation
According to the processing fluency model, advertising exposures enhance the ease with which consumers recognize and process a brand. In turn, this increased perceptual fluency leads to consumers
Creating Brand Names With Meaning: The Use of Sound Symbolism
The staggering level and rate of growth of brands being introduced to the marketplace suggests a heightened need to understand how to create effective new brand names. Limited academic research,
A Cross-Cultural Study of the Affective Meanings of Color
Color data from the Osgood et al. 23-culture semantic differential study of affective meanings reveal cross-cultural similarities in feelings about colors. The concept RED is affectively quite