Color has extensive psychological and physiological effects, which have been studied in the fields of marketing as well as psychology. Establishing a connection between logo color and consumer perceived value is a new concept that might show important effects. The color of a corporate logo may have a significant impact on how consumers perceive the quality of the product and brand. This thesis gives an overview of existing research on both color as well as consumer perceived value before elaborating on an experimental study testing the effect of three different logo colors (red, green, and blue) on consumer perceived value, using an academically developed scale on the concept. The results reveal a statistically significant effect of logo color on consumer perceived value, showing that a red logo has a negative impact whereas blue has a positive effect.
| Date of Award | 25 Jan 2023 |
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| Original language | English |
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| Awarding Institution | - Universidade Católica Portuguesa
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| Supervisor | Cristina Mendonça (Supervisor) |
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- Color
- Color effects
- Color psychology
- Value
- Consumer perceived value
The value of color: the impact of logo color on perceived consumer value
von Kempis, H. C. (Student). 25 Jan 2023
Student thesis: Master's Thesis