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

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.