The interactive effects of colors and products on perceptions of brand logo appropriateness
Bottomley and Doyle report two experiments on colour and brand logo appropriateness. The first tests whether a colour is judged more appropriate for a logo when it fits the type of product, functional or sensory-social. The second examines red and blue across brands classified as functional, sensory-social or both, and whether the colours enhance the brand's desired image. Colours congruent with the product type were judged more appropriate, and when people knew how a brand was trying to position itself they judged colours that suited that position as more appropriate. The authors argue that an appropriately chosen colour can add inherent value to a brand name or logo even without prior conditioning. Journal of record: Marketing Theory 6(1), 63-83, 2006.
Bottomley and Doyle report two experiments on colour and brand logo appropriateness. The first tests whether a colour is judged more appropriate for a logo when it fits the type of product, functional or sensory-social. The second examines red and blue across brands classified as functional, sensory-social or both, and whether the colours enhance the brand's desired image. Colours congruent with the product type were judged more appropriate, and when people knew how a brand was trying to position itself they judged colours that suited that position as more appropriate. The authors argue that an appropriately chosen colour can add inherent value to a brand name or logo even without prior conditioning. Journal of record: Marketing Theory 6(1), 63-83, 2006.
Written from the abstract, OpenAlex record, 2026-11-03; citation details from Crossref, 2026-11-03.
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Bottomley, P. A., & Doyle, J. R. (2006). The interactive effects of colors and products on perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63-83. doi:10.1177/1470593106061263 https://doi.org/10.1177/1470593106061263