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Green Visual Design and Start-Up Brands: The Link Between Color and Innovation

In: Entrepreneurship and Human-Centric Business Strategies for Social and Economic Resilience

Author

Listed:
  • Chia-Nung Li

    (Chinese Culture University)

  • Chia-Hsin Liao

    (Chinese Culture University)

  • Kuo-Pin Lai

    (Chinese Culture University)

Abstract

This study investigates whether green visual design enhances the innovative image of start-up brands and examines the role of consumers’ perceptions of green in shaping brand attractiveness. Drawing on color psychology and brand perception theory, an experimental design was conducted with 122 participants randomly assigned to evaluate start-up brand visuals in either green or non-green (gray) design conditions. Results show that while the effect of green on perceived innovativeness was marginally significant (t (120) = 1.91, p = 0.058, Cohen’s d = 0.35), consumers’ positive impressions of green significantly predicted higher brand favorability and attractiveness (F = 15.431, p

Suggested Citation

  • Chia-Nung Li & Chia-Hsin Liao & Kuo-Pin Lai, 2026. "Green Visual Design and Start-Up Brands: The Link Between Color and Innovation," Springer Proceedings in Business and Economics, in: Singha Chaveesuk & Seungwoo Shin & Sebastian Kot & Bilal Khalid (ed.), Entrepreneurship and Human-Centric Business Strategies for Social and Economic Resilience, pages 1945-1956, Springer.
    • Handle: RePEc:spr:prbchp:978-981-95-6415-6_121
    DOI: 10.1007/978-981-95-6415-6_121
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