Logo Shape and Color as Drivers of Change in Brand Evaluation and Recognition

Abstract

The purpose of the present study was to test whether logo shape and color affect emotional and cognitive response to a new logo. In the explorative part of the study, the effect of the amount of each of the additive primary color on logo perception was examined. Research was done on a sample of 190 students whose ratings were used as logo description measures. Two independent variables used in the study were logo shape (abstract vs. concrete) and logo color (original color vs. greyscale). Results showed that greyscale logos and logos that are concrete were recognized more accurately while liking was not related to either independent variable. It was also observed that the amount of red color in logo is negatively (correlated/related), and blue and green color are positively related to both logo recognition and logo liking. Practitioners are advised to note that factors affecting consumers’ cognition and emotion are different. Scientists can extend findings on the effect of amount of individual colors in a logo. This is one of the first works of research that examined the effect of logo color on brand recognition and has approached studying color in this way of averaging amount of each of the additive primary colors. External validity of the research is enhanced by testing the younger generation in their natural habitat of mobile phone environment.

The Endowment Effect on Consumer Economic Behavior

“…However, after controlling for years of production and mileage, there is no significant difference between the first and second owner's offers. EE does not have a significant impact on the used car market [7]. The conclusion does not completely rule out the existence of EE due to the study's shortcomings of a limited sample size and the fact that it does not take into account information about accepted prices.…”

“…Torbarina et al collect 100 advertisements from online used car trading platforms and analyze them with t-tests to obtain the result that the first owner sells at a higher price than the second owner. The first owner is more reluctant to sell the vehicle out of deeper emotional attachment caused by LA [7]. On the contrary, the second buyer asks for a lower price than the first buyer, and they tend to underestimate the actual value of the vehicle more.…”

“…In addition, different vehicle models require different advertising strategies. For general-purpose models, buyers are more concerned with price advertising, and for luxury models, buyers are more concerned with performance advertising [7]. Information (advertisement) acquisition and evaluation affect price expectations, increasing the psychological price of buyers, closer to the seller's higher price expectations for the vehicle caused by OE.…”

Logotype as a Tool in Marketing Communication: An Analysisof Websites of Agritourism Farms

“…A logotype is a representation of a brand and, at the same time, a tool for brand management (Erjansola et al, 2021). Visual features of logotypes such as their shape (Jiang et al, 2016), typeface (Henderson et al, 2003) or color (Torbarina et al, 2021) ensure brand recognition and affect brand image (Luffarelli et al, 2019). At the same time, these correlations foster strong loyalty bonds with the brand (Müller et al, 2013).…”

Determinants of paying attention to the logos of online travel agencies

“…It is a brand-management tool (Erjansola et al, 2021). The visual features of logos, such as shape (Jiang et al, 2016), typeface (Henderson et al, 2003), letter case (Xu et al, 2017), colour (Torbarina et al, 2021) and design (Sharma and Varki, 2018) ensure brand recognition, have an impact on brand image, the attitude of consumers and their purchase intentions, and help increase brand value (Luffarelli et al, 2019). Based on the visual elements of logos, consumers attribute certain values and traits to the brands they represent (Fajardo et al, 2016).…”