The Influence of Brands’ Logo Colours on Consumer Emotions and Luxury Perceptions: A PAD Model and Theory of Colour Perspective

Abstract

In this era of competition and modernisation in the luxury industry, luxury brands face wide problems entering a new market when using old logo designs. Designing a distinctive logo is complicated because it comprises different elements, such as shape, colour, and typeface, and each element can convey a different understanding of a brand. Hence, colours are an important logo element, and they may significantly associate with consumers’ emotional state and luxury perceptions. Thus, it is more important to investigate and conclude the impact of colours in a brand logo on consumers’ emotional state and perception towards luxury brands. The present study aims to investigates the influence of brands’ logos in colour hues, high/low saturation, and high/low value on consumers’ pleasure, arousal, dominance emotion state (PAD) and luxury perceptions, which is done by employing the theory of colours and PAD model. A cross-sectional method was administered; in total, 586 respondents participated. Structural equation modelling techniques via SmartPLS software was applied to test the hypothetical relationship between constructs. The findings indicate that the brands’ logo in a colour hue positively impacts consumers’ pleasure, arousal, dominance emotional state and luxury perceptions. Brand logo colours with a high saturation negatively impact consumers’ pleasure, emotional state, and luxury perceptions. Hence, the researcher confirmed the positive impact of brand logos in high saturation on a dominance emotional state. Brand logos with a high value positively impact consumers’ pleasure emotional state. Therefore, a brand’s logo in low-value colour positively impacts consumers’ arousal and dominance emotional state and luxury perceptions. However, the pleasure emotional state positively impacts consumers’ luxury perceptions. Surprisingly, arousal and dominance emotional state negatively impact consumers’ luxury perceptions. In addition, the researcher also investigated the mediating role of pleasure, arousal, and dominance emotional state, where pleasure mediates the relationship between brand logo in hue, high saturation, high-value colour and luxury perceptions. Here, arousal and dominance emotional state does not mediate the relationship between brand logo regarding hue, high and low saturation, low- value colour and luxury perceptions. The present study extends the marketing literature by explaining and justifying how colour hues, high/low saturation and high/low value influence consumers’ emotional states and luxury perceptions.