越饱和,越刺激?品牌标识颜色饱和度对品牌个性感知的影响研究

More Saturated,More Exciting?A Study of the Effects of Brand Logo Color Saturation on Brand Personality Perception

品牌标识是品牌资产的重婴组成部分。本研究以品牌标识中颜色饱和度为研究对象,研究了其对品牌个性感知的影响。本研究基于唤醒相关理论,通过六组实验检验了品牌标识中颜色饱和度高和低对消费者的品牌个性感知产生的不同影响。在这六组实验中,我们发现不管是对于冷色(蓝色和绿色)还是对于暖色(红色和黄色)。高饱和度的品牌标识颜色都会使消费者感知到品牌的刺激个性,而低饱和度的品牌标识颜色会使消费者感知到品牌的平和个性。在研究二的两组实验中。我们还发现了品牌标识中颜色饱和度的高低对品牌个性感知的影响是由唤醒所中介的,高饱和度的颜色所带来的高唤醒状态让消费者产生刺激兴奋的感觉,从而使消费者感知到刺激的品牌个性;低饱和度的颜色带来的低唤醒状态使消费者产生平静放松的感觉,从而使消费者感知到平和的品牌个性。通过研究三的两组实验我们发现,当个体因过程的颜色预期被操控时,颜色饱和度对品牌个性的影响可能消失。

Brand logo is an important part of brand assets.This study took the color saturation in brand logo as the research object and studied its influence on brand personality perception.Based on the arousal theory,this study examins the different effects of high and low color saturation on consumers'brand personality perception through six sets of experiments.In these experiments,we find that no matter for cool colors(e.g.blue or green)or warm colors(e.g.red or orange)in a brand logo,possessing high color saturation can make consumers perceive the excitement of the brand,while possessing low color saturation can make consumers perceive the peacefulness of the brand.Through study 2,we also find that the influence of brand logo's color saturation on brand personality perception is mediated by arousal.In the high arousal state brought by high color saturation,consumers feel excited and stimulated,thus could perceive the exciting brand personality.In the low arousal state brought by the low color saturation,consumers feel calm and relaxed,thus could perceive the peaceful brand personality.In addition,through study 3,we find that when the color expectation in the individual attribution process is manipulated,the influence of color saturation on the perceplion of brand personality will disappear.