The interactive effects of colors and products on perceptions of brand logo appropriateness

By Paul A. Bottomley, John R. Doyle. 2006

305 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Sensory Systems, Social Psychology

View Paper: https://www.semanticscholar.org/paper/553ace4aba7f25c15d990cf74ba82599f907c475

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

In Sensory Systems

In Social Psychology

Citations in the corpus

Do logo redesigns help or hurt your brand? The role of brand commitment (2010, background): “Logos are a prominent feature of a diverse array of direct and indirect communication vehicles ranging from packaging, promotional materials, and advertising to uniforms, business cards, and letterheads (Bottomly and Doyle, 2006; Henderson and Cote, 1998; Janiszewski and Meyvis, 2001).”
Store Atmospherics: A Multisensory Perspective (2014, background): “General recommendations suggest that functional products should adopt a particular color (e.g., blue), whereas more sensory or social products should feature different coloring (e.g., red), to convey meaning about the brand through the use of color (Bottomley & Doyle, 2006).”
Color psychology: effects of perceiving color on psychological functioning in humans. (2014, background): “Specifically, they prefer blue for products that are functional or associated with water, and prefer red for products that are luxury items or are associated with status, such as a sports car (Bottomley & Doyle 2006, Hanss et al. 2012, Ngo et al. 2012).”
The Impact of Package Color and the Nutrition Content Labels on the Perception of Food Healthiness and Purchase Intention (2016, background): “More recently, Bottomley and Doyle (2006) proposed the notion of color–product congruity to explain the perceived appropriateness of logo color for different products.”
Feeling Superior: The Impact of Loyalty Program Structure on Consumers' Perceptions of Status (2009, background): “For example, Bottomley and Doyle (2006) demonstrated how colors can be congruent and thus complement a brand’s desired image and positioning.”
Exciting red and competent blue: the importance of color in marketing (2012, background): “Like a carefully chosen brand name, color carries intrinsic meaning that becomes central to the brand’ si dentity, contributes to brand recognition (Abril et al. 2009), and communicates the desired image ( Bottomley and Doyle 2006 ).”