Logo colors in relation to a product - Does it have an impact on consumer attitudes? A quantitative study.

Abstract: Course/Level: 2FE21E, Undergraduate Bachelor Thesis Authors: Pontus Nylander and Joel Wallgren Date: 2017-05-24 Tutor: Viktor Magnusson Examiner: Åsa Devine Title: Logo colors in relation to a product - Does it have an impact on consumer attitudes? A quantitative study. Keywords: Logo, colors, consumer attitudes, ABC-model, congruence. Background Logos is an essential part in marketing, where colors is a useful tool to create emotions and feelings as well as helping consumers to recall a brand. The color of a logo should be related to the identity and values of a brand. It is further shown that congruence between logos and what a brand represents have an impact on consumers’ attitudes. Purpose The purpose of this paper is to explain how congruence between brand logo colors and products impact consumer attitudes towards a product. Methodology This study uses a quantitative approach with an experimental research design. The data was gathered by the use of a questionnaire and later analyzed through the use of descriptive statistics, ANOVA, kurtosis, skewness, correlation and cronbach’s alpha. Conclusion It was concluded that the results from this study did not suggest that there is a significant difference between the means in a congruent condition compared to an incongruent condition. Hence, the congruence between brand logo colors and products does not have any significant impact on consumer attitudes.