| Author: | Yin, Ching Yuen Christopher |
| Title: | Impact of logo color diversity on consumer judgment and preference |
| Advisors: | Jiang, Yuwei (MM) |
| Degree: | D.B.A. |
| Year: | 2015 |
| Subject: | Logos (Symbols) -- Design. Color in design. Color -- Psychological aspects. Branding (Marketing) Hong Kong Polytechnic University -- Dissertations |
| Department: | Faculty of Business |
| Pages: | 75 pages : color illustrations ; 30 cm |
| Language: | English |
| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b28905660.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.56 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/8457