Exciting red and competent blue: the importance of color in marketing

By Lauren I. Labrecque, George R. Milne. 2012

702 citations recorded by the source corpus.

Subfields: Marketing, Sensory Systems, Social Psychology

View Paper: https://www.semanticscholar.org/paper/a9768691b621c9d833ea7416ee85698e3f63767f

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Citations in the corpus

The Impact of Package Color and the Nutrition Content Labels on the Perception of Food Healthiness and Purchase Intention (2016, background): “In terms of semantic meaning, blue is thought to be associated with trust, efficiency, duty, and logic (e.g., Hanss, Böhm, & Pfister, 2012; Labrecque & Milne, 2012; Mehta & Zhu, 2009), whereas the color red is more complex and can be linked to both negative and positive information depending on the…”
Examining the relationships between online store atmospheric color, flow experience and consumer behavior (2017, background): “…such as advertising (Lichtlé, 2007), atmospherics (Bellizzi and Hite, 1992; Chebat and Morrin, 2007), product or its packaging (Pantin-Sohier, 2009), and brand logo (Labrecque and Milne, 2012), little is known about how color affects consumers and the underlying process in online purchase settings.”
Color psychology: effects of perceiving color on psychological functioning in humans. (2014, background): “The most commonly utilized color in logos of major companies is blue (Labrecque & Milne 2013), which has been linked to high perceptions of competence in this context (Labrecque & Milne 2012).”
The Contingent Nature of the Symbolic Associations of Visual Design Elements: The Case of Brand Logo Frames (2016, background): “…has shown that visual design features of a brand logo, such as its shape (Grohmann 2008; Hagtvedt 2011; Jiang et al. 2016; Zhang, Feick, and Price 2006) and color (Labrecque and Milne 2007; Madden, Hewett, and Roth 2000), generate symbolic associations that consumers relate back to the brand.”
Store Atmospherics: A Multisensory Perspective (2014, background): “Those colors that are associated with brands (and stores) are likely to evoke associations and increase the ease with which the customer can identify a brand as sharing category membership (Labrecque & Milne, 2012, 2013).”
Cross-Modal Communication: Sound Frequency Influences Consumer Responses to Color Lightness (2016, background): “When investigating the influence of color on brand personality dimensions, Labrecque and Milne (2012) find color lightness to be positively correlated with sophistication and negatively correlated with ruggedness and competence.”