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University of Missouri

Brand Managers: Mind Your Logo’s Color

Logo color study fine‐tunes branding.

New research at MU sheds light on how color affects consumers’ perceptions of logos. Jessica Ridgway, BS HES ’09, MS ’11, PhD ’14, now an assistant professor of health and human sciences at Northern Illinois University, created logos in various colors and asked 184 adults how they felt looking at each one. Turns out blue logos evoked feelings of confidence, success and reliability; green logos evoked environmental friendliness, toughness, durability, masculinity and sustainability; and red logos brought feelings of expertise. Ridgway’s article, “A study on brand personality: consumers’ perception of colors used in fashion brand logos” was published online Jan. 21, 2014, in the International Journal of Fashion Design, Technology and Education.