Many studies have shown that a company’s logo is one of the most important aspects of marketing and advertising a brand, or features that distinctly identifies a company’s product or service from its competitors. Now, a researcher at the University of Missouri has found that the specific colors used in a company’s logo have a significant impact on how that logo, and the brand as a whole, is viewed by consumers.
Jessica Ridgway, a doctoral student in the MU Department of Textile and Apparel Management, surveyed 184 adults using generic logos of different colors for fake companies that she created. She then asked participants to describe the emotions they felt toward the fake companies upon seeing each logo. Ridgway was able to identify key characteristics that each logo invoked, based on which colors were used.
