Roses are red, violets are blue, sophisticated brands have a Tiffany Hue: the effect of iconic brand color priming on brand personality judgments

Baxter, Stacey; Ilicic, Jasmina; Kulczynski, Alicia

doi:10.1057/s41262-017-0086-9

Cited by 36 publications

(45 citation statements)

References 20 publications

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“…Rizomyliotis et al [ 69 ] found that cool backgrounds are more likely to inspire stronger positive attitudes and behavioral intentions than warm colors, and cool colors usually create a sense of relaxation and calm [ 70 ]. On the one hand, cool colors are often linked to competence, trust, safety, and sincerity, such that many companies incorporate blue into their brand logos to create a professional and trustworthy image, and consumers regard blue logos to be more reliable than other colors [ 71 ]. On the other hand, in terms of the information processing of individuals, Ettis [ 72 ] suggested that cool colors (eg, blue) facilitate individuals’ information seeking, processing, and consideration.…”

Section: Introductionmentioning

confidence: 99%

Influences of Medical Crowdfunding Website Design Features on Trust and Intention to Donate: Controlled Laboratory Experiment

Xing¹,

Hu²,

Xiao³

2021

J Med Internet Res

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Background As a type of donation-based crowdfunding, medical crowdfunding has gradually become an important way for patients who have difficulty paying medical bills to seek help from the public. However, many people still have limited confidence in donating money to medical crowdfunding projects. Objective Given that the features of a medical crowdfunding website may be important to gain users’ trust, this study draws upon two-factor and trust theories to explore how different design features of medical crowdfunding websites affect potential donors’ cognition-based trust and affect-based trust, and how these types of trust affect the intention to donate. Methods A 2 (informativeness: high vs low) × 2 (visual cues: cool color vs warm color) × 2 (social cues: with vs without) between-subject laboratory experiment was performed to validate our research model. A total of 320 undergraduate students recruited from a university in China participated in the controlled laboratory experiment. Results Cognition-based trust (β=.528, P<.001) and affect-based trust (β=.344, P<.001) exerted significant effects on the intention to donate of potential donors of medical crowdfunding. Informativeness as a hygiene factor positively influenced potential donors’ cognition-based trust (F1,311=49.764, P<.001) and affect-based trust (F1,311=16.093, P<.001), whereas social cues as a motivating factor significantly influenced potential donors’ cognition-based trust (F1,311=38.160, P<.001) and affect-based trust (F1,311=23.265, P<.001). However, the color of the webpages affected the two dimensions of trust differently. Specifically, medical crowdfunding webpages with warm colors were more likely to induce affect-based trust than those with cool colors (F1,311=17.120, P<.001), whereas no significant difference was found between the effects of cool and warm colors on cognition-based trust (F1,311=1.707, P=.19). Conclusions This study deepens our understanding of the relationships among the design features of medical crowdfunding websites, trust, and intention to donate, and provides guidelines for managers of medical crowdfunding platforms to enhance potential donors’ trust-building by improving the website design features.

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Section: Introductionmentioning

confidence: 99%

Influences of Medical Crowdfunding Website Design Features on Trust and Intention to Donate: Controlled Laboratory Experiment

Xing¹,

Hu²,

Xiao³

2021

J Med Internet Res

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“…Many products are recognized from packaging designs, and a color is an important element in building brand image (Baxter, Ilicic, & Kulczynski, 2018;Cunningham, 2017;Dalgin, Sraiheen, & Akcay, 2018;Kim, 2019). Consistent color usage in a packaging design or a product line makes a color, as a brand identifier, can prevent competitors from deliberately duplicating product wrappings (Klimchuk & Krasovec, 2012).…”

Section: The Roles Of Color In Packaging Designmentioning

confidence: 99%

The Effect of Packaging Color Scheme on Perceptions, Product Preferences, Product Trial, and Purchase Intention

Swasty

Putri

Koesoemadinata

et al. 2021

jmk

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This study aims to understand the effect of different color scheme in perceptions and food product preference, product trial, and purchase intention. Using quantitative approach, the questionnaires data were cross tested by chi square and one-way ANOVA. The study found there were no significant differences between the price perception, the perceived quality, product preferences, product trial and intense to buy in the different color schemes, except white dominant color in perceived quality aspect. Respondents assessed the use of monochrome color schemes tended to have higher price perceptions and higher quality than white, yellow, analog, and complementary color schemes. It is expected to be a reference to provide an understanding of packaging design strategy especially food products by using color scheme. Keywords: Color scheme, packaging, product preference, perception, SME.

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“…Rizomyliotis et al [69] found that cool backgrounds are more likely to inspire stronger positive attitudes and behavioral intentions than warm colors, and cool colors usually create a sense of relaxation and calm [70]. On the one hand, cool colors are often linked to competence, trust, safety, and sincerity, such that many companies incorporate blue into their brand logos to create a professional and trustworthy image, and consumers regard blue logos to be more reliable than other colors [71]. On the other hand, in terms of the information processing of individuals, Ettis [72] suggested that cool colors (eg, blue) facilitate individuals' information seeking, processing, and consideration.…”

Section: Visual Cuesmentioning

confidence: 99%

Influences of Medical Crowdfunding Website Design Features on Trust and Intention to Donate: Controlled Laboratory Experiment (Preprint)

Xing¹,

Hu²,

Xiao³

2020

Preprint

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BACKGROUND As a type of donation-based crowdfunding, medical crowdfunding has gradually become an important way for patients who have difficulty paying medical bills to seek help from the public. However, many people still have limited confidence in donating money to medical crowdfunding projects. OBJECTIVE Given that the features of a medical crowdfunding website may be important to users’ trust, this study draws upon two-factor and trust theories to explore how different design features of medical crowdfunding websites affect potential donors’ cognition-based trust and affect-based trust, and how these types of trust affect intention to donate. METHODS A 2 (informativeness: high vs. low) × 2 (visual cues: cool color vs. warm color) × 2 (social cues: with vs. without) between-subject laboratory experiment was conducted to validate our research model. A total of 320 undergraduate students recruited from a university in China participated in the controlled laboratory experiment. RESULTS Results indicate that cognition-and affect-based trust exert significant effects on the intention to donate of potential donors of medical crowdfunding. Informativeness as a hygiene factor positively influences potential donors’ cognition- and affect-based trust, whereas social cues as a motivating factor significantly influence potential donors’ cognition- and affect-based trust. However, webpages’ color affects the two dimensions of trust differently. Specifically, medical crowdfunding webpages with warm color are more likely to induce affect-based trust than cool color, whereas no significant difference exists between the effects of cold and warm colors on cognition-based trust. CONCLUSIONS This study deepens our understanding of the relationship among the design features of medical crowdfunding websites, trust, and intention to donate and provides guidelines for managers of medical crowdfunding platforms to enhance potential donors’ trust building by improving the website design features.

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Roses are red, violets are blue, sophisticated brands have a Tiffany Hue: the effect of iconic brand color priming on brand personality judgments

Cited by 36 publications

References 20 publications

Influences of Medical Crowdfunding Website Design Features on Trust and Intention to Donate: Controlled Laboratory Experiment

Influences of Medical Crowdfunding Website Design Features on Trust and Intention to Donate: Controlled Laboratory Experiment

The Effect of Packaging Color Scheme on Perceptions, Product Preferences, Product Trial, and Purchase Intention

Influences of Medical Crowdfunding Website Design Features on Trust and Intention to Donate: Controlled Laboratory Experiment (Preprint)

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