Perceptual and motor skills
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Comparative Study
Color preference and familiarity in performance on brand logo recall.
Two 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. ⋯ 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.