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The color of status: Effects of logo color on brand status perceptions

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  • Yue, Beibei
  • Xia, Qing

Abstract

A well-designed logo enhances brand recognition and plays a crucial role in shaping brand status, ultimately contributing to brand success. While logo color is a fundamental visual element that the human brain processes and remembers more easily than words, its impact on perceived brand status has been largely overlooked. Based on associative learning theory, our research investigates the effect of logo color (black-and-white vs. color) on consumers’ perception of brand status. Across six studies, including a secondary data analysis, a field study, and four online studies (N = 2274), we find that black-and-white (BW) logos enhance perceived brand status compared to color logos. This effect is driven by perceived coolness as BW imagery is often associated with artistic expression and stands apart from daily life. Moreover, the effect of logo color on brand status perception is attenuated when consumers are more familiar with the brand or the brand perceived as warmth.

Suggested Citation

  • Yue, Beibei & Xia, Qing, 2026. "The color of status: Effects of logo color on brand status perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925003431
    DOI: 10.1016/j.jretconser.2025.104564
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