Darker Logos Are Seen as For‐Profits and Lighter Logos as Nonprofits
研究发现，标志颜色的深浅会影响消费者对组织性质的判断：浅色标志被视为非营利组织，深色标志被视为营利组织；浅色标志搭配奢侈品定位会降低捐赠意愿。
ABSTRACT Consumers infer an organization's identity from visual cues to form judgments about its purpose. This study shows that logo color lightness serves as a signal of organizational orientation: consumers perceive lighter‐colored logos as representing nonprofits, and darker‐colored logos as representing for‐profits. Further, consumers are less willing to donate when lighter‐colored logos are paired with luxury positioning, due to visual‐conceptual incongruence. This study highlights the importance of subtle design elements such as logo color lightness in shaping consumer inferences about organizational identity and willingness to donate.