Can you judge a book by its cover? An analysis of travelers’ perceptions of airline logos and airlines’ business models

Airline logos are pivotal components reflecting brand identity. This study investigates whether airlines of the same business model tend to employ similar color schemes in their branding and how travelers associate airline logos with their respective business models. Using a comprehensive survey instrument with diverse logo formats, participants recruited from Amazon Mechanical Turk (MTurk) provided insights to help answer our research questions. Primary color analysis revealed that Low-Cost Carriers (LCCs) favor vibrant colors like bright yellow or green, while Full-Service Carriers (FSCs) lean towards darker hues such as deep red or blue. Participants tend to associate bird or wing elements with FSC logos and simplistic or abstract designs with LCC logos. Statistical analyses highlighted the influence of color deficiency on logo perception, particularly among travelers with prior travel or international experiences. Experienced travelers with no color deficiency performed better in picking airlines’ business models simply by viewing their logos. Airlines can use these findings to strategically select colors and design elements, accounting for color deficiency, to enhance brand identity and resonance with their target audience, ultimately increasing market visibility and customer engagement.