Saturated Warmth: The Effect Of LOGO Color Saturation On Brand Customer Sensitive

Color plays an important role in brand image,especially in brand LOGO.By four studies,the effect of color saturation on brand customer sensitive is tested.Study 1 provide that shoes with high saturation colored LOGO is evaluated more comfortable than those with low saturation colored LOGO.Study 2 repeated this effect and found psychological distance and perceived brand intimacy chained mediated this effect.Study 3 further found this effect is moderated by time distance that it diminished with long time distance.Study 4 found LOGO shape as another moderator.The effect of color saturation on brand customer sensitive only work for round LOGOs.The present research extend the exploration of color saturation on consumer behavior and provide value for sellers to choose the right LOGO color.