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Warm or Cool? : The Impact of Logo Colour Temperature on Brand Perception in Finance and Food Sectors

Wegrzyk, Antoni (2025) Warm or Cool? : The Impact of Logo Colour Temperature on Brand Perception in Finance and Food Sectors.

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Abstract:The aim of this study was to determine how the colour temperature of logos influences how consumers perceive a brand, with a focus on the food and financial industries. The experiment involved a “colour swap”, whereby the logos of well-known brands were altered by using colours that were atypical for the industry (e.g. warm colours for financial brands, cool colours for food brands). Participants then evaluated the logos in terms of security values, hedonic values and industry recognition of the brand sector (food or finance). The study partially showed a relationship between colour temperature and customers' perception. Warm colours, even for companies in the financial industry, increase the perceived friendliness and openness of the brand. On the other hand, cool tones added professionalism and credibility to food brands. In contrast, the study did not show an effect of colour temperature on the attribution of a brand to a specific market bracket. The study showed that colour temperature is important for image strategy and can be a useful visual communication tool.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Science BSc (56615)
Link to this item:https://purl.utwente.nl/essays/107018
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