The emotional association that colours carry in logotypes and how they affect brand awareness

Abstract

Emotional associations to colours have been extensively researched. However, there is little research present on the effect of this emotional association to colour in logotypes. The present study was conducted to understand and confirm the presence of emotional associations to colours in logotypes and how they then can be used to strengthen brand awareness. An open-ended survey was used, which resulted in qualitative data. The respondents were presented with a number of different logotypes and asked several questions regarding each. The respondents were asked for their initial reactions, triggered emotions, colour preferences and assumptions regarding the market sector of the brands. The results of this research have confirmed that emotional responses to colours in logotypes are present, however, each colour has shown separate emotional response rates. Previous research on colour-emotion associations outlined in the literature review were not reflected in my findings at all times; a number of results show dissimilarities between colours and emotions. Another finding of this research has shown that respondents were selecting colours that are well fitted for specific market sectors. The study indicates that typefaces may evoke a stronger emotional response than the colour of the logotype.