ISSN: 2222-6990
Open access
Logos are one of the most recognizable elements of a brand, and the colours used in them can significantly shape how people feel about a company. This study explores the comparative impact of black and white logos versus colour logos on consumers’ emotional responses and brand perception. The primary purpose is to understand how logo colour schemes influence emotional engagement, brand recall, and consumer preference, thereby guiding branding strategies in marketing and design. The methodology involved a structured questionnaire distributed to participants, where a range of black and white and colour logos from diverse industries were presented. Respondents rated their emotional responses and preferences using standardized likert scales. Research findings indicate that colour logos tend to elicit stronger emotional reactions such as excitement, and trust, while black and white logos are often associated with elegance, minimalism, and professionalism. The study contributes to the field by offering empirical evidence on how colours of logos affect consumer emotions and brand interpretation. This study provides useful insights into how colour influences the way people feel about brands. It emphasizes the importance of choosing a logo design that not only looks good but also supports the emotional message a brand wants to send.
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