The Effect of Color Saturation on Brand Attitudes in Brand Logo Redesign

Abstract

An increasing number of brands have been redesigning their logos. While the manner of redesigning varies, some brands change only the logo color. This study examined the effect of changes in color saturation while brand logo redesigns on consumers’ brand attitudes. Saturation, which indicates the vividness of a color, gives consumers an impression of energy and dynamism. Therefore, we examined the impact of changes in brand logo color saturation on brand attitudes by enhancing perceptions of brand energy. Three studies revealed that 1) a highly saturated logo enhances consumers’ perception of brand energy; 2) increasing saturation when changing the logo color increases brand energy perception, which in turn increases attitude toward the brand; and 3) the effect of brand energy perception on attitude toward the brand is stronger for international brands than for domestic brands. This study, which clarified the relationship between the influence of saturation and brand attitude when a brand logo is redesigned, provides many suggestions for companies considering logo redesign.

Translated Abstract

近年，ブランド・ロゴの変更を行う企業が増えている。変更の仕方はさまざまであるが，ロゴの形状は変えずに，色だけを変更する企業も挙げられる。そこで，本研究は，ブランド・ロゴの変更時における彩度の変化が消費者のブランド態度に与える影響を検討する。色の鮮やかさを示す彩度は，消費者に活力やはつらつさといった印象を与えることが知られている。そこで，ブランド・ロゴの変更時における彩度の変化が，ブランドの活力感や，ブランド態度に与える影響を検討した。3つの実験を通じて，1）彩度が高いロゴマークはブランドの活力感の知覚を高める，2）ロゴ・カラー変更時に彩度を高めることで，ブランドの活力感の知覚が高まり，その結果として，ブランドへの態度を高める，3）ブランドの活力感知覚がブランドへの態度に与える影響は，国際展開しているブランドのほうが，国内展開のみのブランドよりも強まることが明らかとなった。ブランド・ロゴ変更時に彩度がもたらす影響とブランド態度の関係を明らかにした本研究は，ロゴの変更を検討する企業に対して多くの示唆を提供すると考えられる。

I.  Introduction

In recent years, an increasing number of companies have redesigned their brand logos. For example, Yamato Holding Co., Ltd. redesigned their logo in April 2021 (Nikkei Design, 2021). World-renowned brands have also undergone logo redesigns (Nikkei MJ, 2022). Companies redesign not only the shape but also the color of their logos. For example, VISA has frequently redesigned its brand logo, altering both its shape and color.

As mentioned above, brand logo redesign is a common corporate activity. However, little is known regarding the impact of brand logo redesigns (van Grinsven & Das, 2015). Moreover previous studies have investigated the effects of shape redesign (Walsh et al., 2011) and the combined redesign of shape and color (Müller et al., 2013), few studies have focused on the examination of color alone.

Therefore, this study focuses on the impact of the redesign of brand logo colors. In particular, we focus on saturation, which is an indicator of the vividness of color. The extant literature indicates that individuals perceive highly saturated colors as dynamic (Hogg et al., 1979) and lively (Tomita, 1998). Using these findings, we attempt to clarify the impact of color saturation on brand energy. Previous research has shown that a dynamic brand logo shape enhances brand energy perception and brand attitude (Baxter & Ilicic, 2018). However, Baxter and Ilicic (2018) focused on brand logo shape, with limited investigations into the relationship between active logo design and logo color, especially saturation.

Moreover, research suggests that saturation and value have a greater influence on consumers’ perception of brand image than hue (Ghaderi et al., 2015). Therefore, changing the saturation when companies redesigns their logo may provide consumers with a more dynamic brand image. To address this research gap, this paper aims to investigate how changing color saturation during brand logo redesign influences consumers’ brand attitudes.

II.  Review of Existing Research

1.  Research on redesigns of logos and packaging

Companies redesign brand logos and packaging to change their brand image or rejuvenate the brand. Existing research has been shown that the redesign of brand logos is perceived as a newer brand (Müller et al., 2013). In general, consumers tend to accept only slight logo changes (Pimentel & Heckler, 2003). Consumers who have strong brand attachment are less likely to accept the redesigned logo (Walsh et al., 2019) and decreases their brand recognition speed (van Grinsven & Das, 2015). Similarly, in the context of packaging redesign, packaging should not be redesigned because consumers may be confused by changes in the packaging (Orth et al., 2019).

Because of this, the redesign of logos and packaging that symbolize a brand may result in consumer confusion. The greater the degree of change, the more difficult it may be for consumers to accept the new brand logo or packaging. In essence, existing research has recommended that companies redesign their logo and packaging as little as possible.

2.  The influence of dynamism in advertisements and logos on consumers

Consumers evaluate dynamic packaging or logos more favorably. For example, milk packaging with a photo of milk being poured (Yu et al., 2022), advertisements with splashes (Li & Liu, 2022) and italicized fonts (Mead et al., 2020) provide consumers with dynamic images that affect their evaluations of these products or advertisements. In a similar vein, brand logos with movement provide an active impression (Henderson & Cote, 1998). Cian et al. (2014) showed that active brand logos provide consumers with a dynamic image and dynamic image affects consumers’ attitudes toward the brand. Furthermore, Baxter and Ilicic (2018) revealed that logos depicting animals resisting headwinds enhance the perception of brand energy which in turn improves attitudes toward the brand.

3.  The influence of saturation on consumers

In the previous section, existing research confirmed the dynamic image, logo, shape affects consumer perception. Especially, dynamic logo may increasing the perception of energy. This study attempts to clarify the relationship between color saturation and the perception of energy in logos. Therefore, we review research that has examined the effect of saturation on consumers.

Many studies using saturation indicate that high saturated color makes consumers excited. For example, Gorn et al. (1997) showed that when high saturation colors are used in advertisements, consumers perceive excitement and enhance attitudes toward ads. Additionally, Gorn et al. (2004) found that when low saturation colors are used on web pages, consumers feel more relaxed and perceive web page waiting times as shorter. Hagtvedt and Brasel (2017) demonstrated that products with highly saturated colors appear larger than those with low saturated colors, as high-saturated colors attract consumers’ attention. Hagtvedt’s research has had a significant impact on subsequent research on saturation, influencing research areas such as the moderating effect of saturation and sound frequency (Wang et al., 2020), product placement (Huang et al., 2022), and even the influence of saturation on intimacy (Xiao et al., 2021).

In the field of food science, highly saturated fruits and vegetables affect the perception of freshness (Schifferstein et al., 2019) and enhance evaluations (Lee et al., 2013). The perception of freshness caused by saturation has also been investigated in consumer behavior research. For example, there is a positive correlation between package color saturation and the perception of freshness (Wei et al., 2012), and increasing the saturation of beverage photographs enhances the perception of the freshness and deliciousness of the beverage (Kunz et al., 2020).

Furthermore, saturation evokes images of dynamism and liveliness (Hogg et al., 1979) and influences the perceived personality traits of individuals and brands. For example, the highly saturated background color in a portrait leads to the perception that the depicted individual is more extroverted (Pazda & Thorstenson, 2018, 2019). Labrecque and Milne (2012), who reported the relationship between color and brand personality, revealed that highly saturated logos enhance images associated with excitement, competence, and ruggedness, whereas low saturation logos enhance images associated with sophistication and sincerity. He and Lv (2021) analyzed the colors used in the packaging of soft drinks sold worldwide and revealed that high saturation colors are frequently used. They concluded that many soft drink brands use high saturation colors on their packaging to convey an energetic brand image. The perception of images as energetic based on saturation has been found across many countries (Gao et al., 2007), and generations (Ou et al., 2012). Therefore, He and Lv (2021) concluded that high saturation colors are used in soft drink packaging worldwide.

III.  Hypotheses

Previous research has suggested the influence of dynamic logos (Cian et al., 2014) and fonts (Mead et al., 2020) on consumer decision making. Specifically, Baxter and Ilicic (2018) found that logos that convey a force-resisting movement elicit perceptions of brand energy. This perception of brand energy is influenced not only by the shape of the logo but also by its color. As discussed above, highly saturated colors evoke dynamic and active impressions (Hogg et al., 1979). Moreover, a highly saturated background in a photograph can lead to the perception of extroversion in the depicted individual (Pazda & Thorstenson, 2018, 2019). Analogously, a highly saturated logo may convey to consumers that the brand has a sense of dynamism and energy. Therefore, the following hypothesis is derived.

H1: A logo with high saturation enhances the perception of brand energy compared with a logo to low saturation.

In this study, we focus on the redesign of brand logos. However, as noted above, consumers may be less receptive to significant changes in brand logos. On the other hand, if the extent of the brand logo redesign is minor, consumers will be receptive to it. Van Grinsven and Das (2015) found no significant difference in the recognition speed between brand logos with minor redesigns (only color change) and existing logos. On the basis of van Grinsven and Das’s (2015) findings, a redesign that involves only the color of a brand logo is not likely to decrease in brand attitude. Rather, the perception of brand energy, which is derived from highly saturated brand logos, will enhance consumers’ associations with the brand’s energetic activities, thereby improving their attitudes toward the brand. Therefore, the following hypothesis is derived.

H2: The redesign of a brand logo with higher color saturation enhances the perception of brand energy, which subsequently improves consumer attitudes toward the brand.

Finally, we examine the impact of perceived brand energy on brand attitude is moderated by international brands. International brands are perceived as more competitive and influential in the market than domestically focused brands due to their strong presence across multiple regions (Özsomer & Altaras, 2008) and their significant market power (Davvetas & Halkias, 2019). International brands need to engage in more proactive corporate activities to gain global recognition and competitiveness. As a result of these activities, consumers perceive these brands as globally influential and desirable. Therefore, international brands may have a greater impact on consumers’ brand attitudes through their perception of brand energy than domestic brands.

H3: Compared with domestic brands, international brands have a stronger influence on brand attitudes through the perception of brand energy.

The three abovementioned hypotheses are examined through the following three studies.

IV.  Study 1: The Effect of Saturation on Brand Energy Perception

1.  Purpose and overview of the experiment

The purpose of Study 1 is to confirm color saturation affect the perception of brand energy. Additionally, Study 1 employs two logo colors, red and green, to explore whether similar findings can be replicated across different hues. In accordance with Hagtvedt and Brasel (2017), the red logo was configured with a hue of 0 and a value (brightness) of 54, whereas the green logo was set with a hue of 117 and a value of 70. For both logos, the high-saturation logo was set to a saturation of 100, whereas the low-saturation logo was set to a saturation of 50 (refer to the Appendix for the logo shapes).

Study 1 was conducted in April 2022 with 141 participants aged 20 years and registered with Crowdworks. The participants were randomly assigned to one of four groups (hue: red/green×saturation: high/low) and presented with a brand logo. They were asked to respond to questions about brand energy on a Likert scale (7-point scale, 1: “Strongly disagree” to 7: “Strongly agree”). Brand energy perception was measured using a 4-item scale based on Baxter and Ilicic (2018): “This brand is energetic,” “This brand has drive,” “This brand has influence,” and “This brand has momentum.” The analysis was conducted using data from the 118 participants (M_age=42.85 years, SD=11.28, females=71) who appropriately responded to the attention check. Perceived energy was assessed using the average of four items (α=0.933, AVE=0.835, CR=0.953).

2.  Results

A t-test revealed that for both red and green hues, the logo in the high-saturation condition significantly is higher brand energy compared with that in the low-saturation condition (Red: M_high=4.842, SD_high=0.797 vs. M_low=3.283, SD_low=0.902, t(58)=7.090, p<0.001, d=1.831; Green: M_high=4.792, SD_high=0.655 vs. M_low=3.057, SD_low=0.896, t(56)=9.172, p<0.001, d=2.414) (Figure 1). These results support H1.

Figure 1

Comparison of Brand Energy (Study 1)

Error bars are 1 SD.

V.  Study 2: The Effect of Logo Color Change on Brand Energy Perception and Brand Attitude

1.  Purpose and overview of the study

Study 1 confirmed that a higher saturation of logo colors enhances the perception of brand energy. Study 2 aimed to examine the impact of changing in logo color saturation on brand attitudes and the underlying mechanism of perceived brand energy. Additionally, Study 2 was designed to test whether the same effects could be observed using different colors than those in Study 1.

In Study 2, a fictitious brand logo (Digitrans) was created. Following Hagtvedt and Brasel (2017), the new logo colors were set with a hue of 22 and a value of 80. For the high saturated new logo, saturation was set at 100, and for the low saturated new logo, saturation was set at 50. In Study 2, the saturation of the old logo color was set to an intermediate value of 75.

Study 2 was conducted in May 2022 and included 150 general consumers registered on Crowdworks. The participants were randomly assigned to one of two groups (new logo saturation: high/low). Initially, the participants were informed Digitrans redesigned the brand logo and were shown both old and new logos. They were asked to their perception of Digitrans’ energy and attitude toward the brand using a 7-point Likert scale. Brand energy was measured using the same four-item scale as in Study 1. Brand attitude was measured using four items from Mitchell and Olson (1981): “1: Bad - 7: Good,” “1: Dislike very much - 7: Like very much,” “1: Unpleasant - 7: Pleasant,” and “1: Poor quality - 7: High quality.” Both brand energy (α=0.948, AVE=0.731, CR=0.916) and brand attitude (α=0.918, AVE=0.648, CR=0.880) were analyzed using the average scores of the four items. Data from 136 participants who passed the attention check (M_age=39.11 years, SD=12.38; females=98) were used for the analysis.

2.  Results

A t-test was conducted to compare brand energy perception and brand attitude between the high saturation and low saturation conditions. The results indicated that brand energy perception and brand attitude were significantly higher in the high saturation condition (M_high=4.721, SD_high=0.885) than in the low saturation condition (M_low=2.563, SD_low=0.927, t(134)=13.890, p<0.001, d=2.382). Similarly, brand attitude was significantly higher in the high saturation condition (M_high=4.871, SD_high=0.827) than in the low saturation condition (M_low=3.779, SD_low=0.877, t(134)=7.469, p<0.001, d=1.281, see Figure 2).

Figure 2

Comparison of brand energy and attitude

Error bars are 1 SD.

To further investigate the mechanism, a mediation analysis was conducted using color saturation (low: 0/high: 1) as the independent variable, brand attitude as the dependent variable, and perceived brand energy as the mediating variable (PROCESS macro, Model 4; Hayes, 2017). The results indicated that increasing saturation in logo colors positively influenced perceived brand energy (β=0.765, SE=0.077, t=13.890, p<0.001). Furthermore, perceived brand energy positively influenced brand attitude (β=0.763, SE=0.066, t=8.243, p<0.001). The indirect effect, verified through bootstrapping with 5,000 resamples, showed a positive value within the 95% confidence interval, not including zero (β=0.546, SE=0.073, 95% CI [0.401, 0.690]), supporting H2 (see Figure 3).

Figure 3

Mediation Analysis (Study 2)

VI.  Study 3: Moderating Effect of International Brands

1.  Purpose and overview of the study

The purpose of Study 3 is twofold. The first purpose is to test H3, which examines whether the impact of perceived brand energy on brand attitude is moderated by brand internationality. International brands face greater competition in larger markets than domestic brands. So, international brands strive to stand out in the international market, and as a result of their vigorous activities, a favorable brand attitude is likely to emerge. In other words, brands involved in international expansion, which necessitates competition in larger markets, are perceived as more proactive and energetic by consumers, resulting in higher consumer evaluations of their brand attitudes. Therefore, Study 3 investigates the moderating effect of international brands. The second purpose of Study 3 is to investigate the impact of using multiple colors in a single logo. While Studies 1 and 2 used only one color for the brand logo, Study 3 explores whether similar effects occur when brand logos incorporate multiple colors.

Study 3 was conducted in August 2022 and recruited 285 general consumers registered on Crowdworks. The participants were randomly assigned to one of four groups (saturation: high/low×brand expansion: international/domestic). Initially, the participants were informed that a fictitious apparel brand named “Cloth” had redesigned a logo color. The brand was also described as either “Cloth is an apparel brand with overseas expansion” or “Cloth is an apparel brand exclusively operating in Japan,” and both the old and new logos were presented. The logos consisted of three colors: blue (hue: 216, value: 60); red (hue: 343, value: 95); and yellow (hue: 45, value: 91). As in Study 2, the saturation of the old logo was set at 75, whereas the saturation of the new logo was set at 100 for high saturation and 50 for low saturation (see Appendix). The participants were subsequently asked about Cloth’s energy perceptions (α=0.894, AVE=0.675, CR=0.892) and attitudes toward Cloth (α=0.849, AVE=0.614, CR=0.863). The same question items were used as in Study 2. Participants who successfully completed the attention checks, totaling 244 individuals (M_age=39.13 years, SD=10.39, 135 females), were included in the analysis.

2.  Results

As a manipulation check, we confirmed the global perception of Cloth (α=0.829), based on Steenkamp et al. (2003). The results showed that the group instructed that Cloth was an international brand demonstrated significantly higher levels of global perception than the group instructed that the brand’s expansion intentions were only domestic (M_{international}=4.309, SD=1.082 vs. M_domestic=3.366, SD=1.298, t(242)=6.165, p<0.001, d=0.789). With this confirmation, the manipulation was successful, and thus, we proceeded with hypothesis testing.

To test H3, we conducted moderated mediation analysis with the saturation level of the logo color change as the independent variable (low: 0/high: 1), brand energy perception as the mediating variable, attitude toward the brand as the dependent variable, and brand expansion (domestic: 0/international: 1) as the moderating variable (PROCESS macro, Model 14). First, we confirmed that the total effect, the change in saturation affecting brand attitude, was statistically significant (β=0.270, SE=0.127, t=2.120, p=0.035). Next, we found a significant positive effect of the change in saturation during the logo color change on brand energy perception (β=0.425, SE=0.126, t=3.383, p=0.010). We examine the impact of brand energy perception and the presence of international brand expansion on brand attitude, the interaction between brand energy perception and the presence of international brand expansion was significantly positive (β=0.244, SE=0.100, t=2.447, p=0.015). The main effect of brand energy perception was also significantly positive (β=0.494, SE=0.073, t=6.771, p<0.001), whereas the main effect of international brand expansion was not significant (β=0.099, SE=0.100, t=0.992, p=0.322). Regardless of whether the brand was international or domestic, the impact of brand energy perception on brand attitude was significantly positive (international brand: β=0.739, SE=0.070, t=10.582, p<0.001; domestic brand: β=0.494, SE=0.073, t=6.771, p<0.001). Moreover, the indirect effects showed positive values that did not include zero within the 95% confidence interval (International brand: β=0.313, SE=0.098, 95% CI [0.127, 0.513]; Domestic brand: β=0.210, SE=0.098, 95% CI [0.127, 0.513]). However, when comparing the indirect effects between international and domestic brands, we found a positive value that did not include zero within the 95% confidence interval (β=0.104, SE=0.055, 95% CI [0.013, 0.225]). Therefore, the influence of brand energy perception on brand attitude is stronger for international brands than for domestic brands, H3 was supported. Additionally, the direct effect was not statistically significant (β=0.004, SE=0.102, t=0.038, p=0.970) (Figure 4).

Figure 4

Moderated Mediation Analysis (Study 3)

VII.  Conclusion

1.  Summary of the research

This paper examined the role of color in brand logo redesign. Specifically, this paper revealed that increasing saturation as part of logo color redesign enhances brand energy perception and subsequently improves brand attitude. In Study 1, we examined the impact of saturation on brand energy perception, confirming that highly saturated brand logos enhance brand energy perception. Study 2, which used a brand logo redesign scenario, revealed that brands with increased saturation during logo color changes were perceived as more energetic than those with decreased saturation, leading to enhance attitude toward the brand. Finally, Study 3 revealed that international brands moderated the stronger effect of brand energy perception on brand attitude.

2.  Contribution

This paper makes three academic contributions. First, we confirmed the influence of changes in logo saturation on brand energy perception. While previous research has examined the shape of logos with respect to perceived brand energy, the role of color has not been investigated. By demonstrating that changes in logo color saturation can enhance the perception of brand energy, this paper contributes to the body of research on brand logos.

Second, this paper contributes to the literature on brand logo redesign. Research on logo redesign is relatively scarce and particularly regarding the effect of color changes on logo attitudes. Thus, this paper adds new insights to the research on logo redesign by examining the effects of color changes on consumers’ attitudes toward logos.

Finally, this paper contributes to color research. While research on saturation has been actively conducted in recent years, the added perspective of the influence of color saturation on brand energy perception is of considerable value.

Furthermore, the managerial implications of using saturation in appealing to brand energy perception through logo changes should be noted. This paper examined how saturation affects the perception of brand energy. It was confirmed that increasing logo color saturation effectively communicates an energetic brand image and enhances brand attitudes. For many companies, conveying to consumers that companies are actively engaged and have a competitive advantage over other companies is considered advantageous. Therefore, the results of this study are expected to provide valuable insights into companies’ brand strategies. In particular, since this effect is more pronounced for international brands, it may also serve as a guideline for logo redesigns not only for companies already engaged in international brand expansion but also for those planning to do so in the future. In addition, the dynamic image conveyed by highly saturated color is effective across cultures and generations, making the results of this study potentially influential for a wide range of consumers.

3.  Limitations and future directions

This paper has several limitations. First, this paper did not examine the threshold values of saturation that could harm brand image. In Study 2 and 3, the saturation value for the existing brand logo was set at 75, while the high saturated logo was set at 100, and the low saturated logo was set at 50, following Hagtvedt and Brasel (2017). It is necessary to investigate whether energy perception is also influenced by saturation values smaller than 25. Moreover, significant changes in saturation may negatively affect the accumulated brand image. Therefore, it will be necessary to explore an appropriate range of saturation changes that effectively convey a brand’s energy without compromising its image.

The second limitation of this paper is that it did not examine the long-term temporal evolution of brand image before and after logo color redesign. This study was conducted using fictitious brands and logos, where participants were presented with a brand logo for the first time and then informed of a logo color redesign. The participants subsequently indicated their attitudes toward the brand. However, many brands develop their brand image over a long period. Therefore, it would be more meaningful to use actual brand logos and examine how changes in the logo affect the preexisting brand image.

In addition, the impact after the logo color change may also undergo temporal changes. Even after the logo color changes, the impact may gradually decrease as people are repeatedly exposed to the logo. Even if companies significantly redesign their logos, consumers can increase the speed of logo identification through repeated exposure (van Grinsven & Das, 2015). Considering this, repeated exposure to a new logo can help consumers become accustomed to it, but it may gradually become harder for them to recall the brand image conveyed at the time of the redesign. Thus, an important future research issue could be to capture the brand image before the change and monitor temporal changes thereafter.

The third limitation is that this paper did not examine the interaction between logo color and shape. Blazhenkova and Dogerlioglu-Demir (2020) reported that consumers perceive angular-shaped tablets as more energetic, whereas round-shaped tablets are perceived as more calming. Since this paper primarily used angular-shaped logos, it is necessary to ascertain the impact of saturation and energy when using round-shaped logos.

Data Availability

The datasets generated and analyzed in this article are available from the authors upon reasonable request.

Editor’s Note

This paper is based on an article that was originally written, accepted, and published (Vol. 42, No. 3) in Japanese. To commemorate the Honorable Mention 2023, the authors were invited to submit the English version of the article.

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Appendices

Appendix

 

Hisashi Kawamata

Kawamata Hisashi is an Assistant Professor of Marketing, College of Commerce, Nihon University. He holds an M.A. in Commerce from Waseda University. His research focuses on color research in consumer behavior.

Takeshi Moriguchi

Moriguchi Takeshi is a Professor of Marketing, Faculty of Commerce, Waseda University. He received a Ph. D. in Engineering from Tokyo Institute of Technology. His research interests include marketing and consumer behavior.