The color gradation effect: How boundlessness shapes brand attribute judgments
研究了品牌标识中色彩渐变（vs.纯色）如何通过引发无界感提升消费者对品牌创新性的感知，进而增加对创新重要产品的购买意愿，并在多品类和跨国样本中验证。
The present research examines when and how logo color gradient affects consumer perceptions of brand innovativeness and their subsequent behavior toward products. Across six pre-registered studies, we consistently find that gradient (vs. solid) color logos can boost perceived brand innovativeness and increase purchase intention for products where innovation is of high importance. The effect emerges across different product categories (e.g., running shoes, online games, skin care products, and home decoration) and in different countries (the United States and China). We also show that this effect occurs because color gradation induces a sense of boundlessness, leading consumers to perceive greater innovativeness. This research contributes to research on logos, brand identity, innovativeness perceptions, and the role of boundlessness perceptions in marketing, offering actionable managerial implications.