2025 Volume 28 Issue 1 Pages 19-32
This paper examines the effect of color schemes in brand logos on brand personality perception, and the effect of their congruence. In our research, brand logos were created using an analogous- (small hue difference) and complementary- (large hue difference) hue color scheme. Four experiments were conducted to test these color schemes. The results revealed three key findings. First, the brand personality perception was affected by the color scheme of the brand logo. Specifically, the use of an analogous-hue color scheme was associated with sophisticated brand personality, while a complementary-hue color scheme heightened exciting brand personality. Second, when the color scheme of the brand logo was aligned with brand personality, consumers heightened their brand attitude. Third, the mechanism underlying this relationship was identified as feeling right.
