|Author:||Yin, Ching Yuen Christopher|
|Title:||Impact of logo color diversity on consumer judgment and preference|
|Subject:||Logos (Symbols) -- Design.|
Color in design.
Color -- Psychological aspects.
Hong Kong Polytechnic University -- Dissertations
|Department:||Faculty of Business|
|Pages:||75 pages : color illustrations ; 30 cm|
|Abstract:||Color is one of the most important elements to be considered when designing a brand logo in addition to the image, shape, and size of the logo. Does the number of colors used in logos affect the way companies, products, and services are perceived? How does color affect a consumer's perception of product variety and business diversity? Does this perception change when consumers have specific consumption goals in mind? Will the product characteristics change a consumer's brand perception? The current thesis attempts to answer these questions in hopes of gaining insight about the impact of logo color diversity on consumer preference. Four laboratory experiments were designed to test the hypotheses and the underlying mechanism. The results of the current thesis research contribute theoretically to the marketing and design literature, as well as managerially to marketers' and designers' understanding of color usage in forming consumer preferences.|
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