Color Preference and Familiarity in Performance on Brand Logo Recall

Abstract

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. 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 effected 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.