The colorful company: Effects of brand logo colorfulness on consumer judgments
通过四个实验，研究了品牌标志色彩丰富度如何影响消费者对产品多样性的感知，进而影响品牌态度，且品牌定位会调节这一效应。
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.