Vividly warm: The color saturation of logos on brands' customer sensitivity judgment

Colors play an essential role in brand image, especially in brand logos. The extant research has mainly focused on the hue and ignoring the saturation. The current research has provided a new insight that logos with high saturated colors could help brands to increase intimacy with customers and further benefit the brand image. A series of studies tested the effect of color saturation on the brand's customer sensitivity. Study 1 showed that shoes...