-
Comparative Study
Color preference and familiarity in performance on brand logo recall.
- Kuo-Chen Huang, Chin-Chiuan Lin, and Shu-Ying Chiang.
- Department of Product Design, Ming Chuan University. kuochen@mcu.edu.tw
- Percept Mot Skills. 2008 Oct 1; 107 (2): 587-96.
AbstractTwo experiments assessed effects of color preference and brand-logo familiarity on recall performance. Exp. 1 explored the color preferences, using a forced-choice technique, of 189 women and 63 men, Taiwanese college students ages 18 to 20 years (M = 19.4, SD = 1.5). The sequence of the three most preferred colors was white, light blue, and black and of the three least preferred colors was light orange, dark violet, and dark brown. Exp. 2 investigated the effects of color preference based on the results of Exp. 1 and brand-logo familiarity on recall. A total of 27 women and 21 men, Taiwanese college students ages 18 to 20 years (M = 19.2, SD = 1.2) participated. They memorized a list of 24 logos (four logos shown in six colors) and then performed sequential recall. Analyses showed color preference significantly affected recall accuracy. Accuracy for high color preference was significantly greater than that for low preferences. Results showed no significant effects of brand-logo familiarity or sex on accuracy. In addition, the interactive effect of color preference and brand-logo familiarity on accuracy was significant. These results have implications for the design of brand logos to create and sustain memory of brand images.
Notes
Knowledge, pearl, summary or comment to share?You can also include formatting, links, images and footnotes in your notes
- Simple formatting can be added to notes, such as
*italics*
,_underline_
or**bold**
. - Superscript can be denoted by
<sup>text</sup>
and subscript<sub>text</sub>
. - Numbered or bulleted lists can be created using either numbered lines
1. 2. 3.
, hyphens-
or asterisks*
. - Links can be included with:
[my link to pubmed](http://pubmed.com)
- Images can be included with:
![alt text](https://bestmedicaljournal.com/study_graph.jpg "Image Title Text")
- For footnotes use
[^1](This is a footnote.)
inline. - Or use an inline reference
[^1]
to refer to a longer footnote elseweher in the document[^1]: This is a long footnote.
.