기업의 유형과 로고의 컬러가 제품평가에 미치는 영향 = Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits

다국어 초록 (Multilingual Abstract)

The current research investigated the effects of logo colors on product evaluation. Specifically, it looked at the effects of warm versus cold logo colors on profit versus nonprofit company’s product. It was hypothesized that cold colors such as blue, green, and purple would increase competence perception and would subsequently affect product evaluation.
Study 1 was designed to test our prediction that a cold color logo would increase the purchase intention of a product marketed by a for-profit organization. As expected, the results revealed a significant interaction between color temperature and organization type. In the cold color condition, participants were more willing to purchase the messenger bag when organization was for-profits than nonprofits. In the warm color condition, purchase intention was not significantly different between for-profits and nonprofits.
In study 2, we aimed to replicate the results of study 1 and tested the mediation effect. Similar to the results of study 1, in cold color conditions, product evaluations were higher when organization was for-profits than nonprofits. In warm color condition, product evaluation was not significantly different between for-profits and nonprofits. Furthermore, mediation analysis revealed that cold colors increase perceptions of competence, which in turn increases product evaluations. However, the effects of warm colors on product evaluations was not observed. In study 3, we aimed to rule out an alternative hypothesis that association between color temperature and gender underlies the observed effect. To test this alternative hypothesis, gender neutral cold(green) and warm(yellow) colors were adopted. The results showed that the relationship between color temperature and organization type was observed with gender neutral colors.
In sum, three studies demonstrated that cold color fit better with for-profits than warm color, whereas the color temperature did not influence product evaluation of nonprofits. Taken together, our findings empirically show how warm and cold colors related to organization type affect product evaluations and purchase intentions. Our research adds to growing evidence that color is an important aspect of logo.

국문 초록 (Abstract)

로고는 브랜드의 정체성을 표현하는데 가장 기초적인 요소로써 활용되며 그 중요성은 더욱 부각되고 있다. 본 연구는 로고를 구성하는 요소 중 컬러가 제품평가에 미치는 영향에 대해 조사하였다. 많은 선행연구가 로고의 다양한 효과에 대하여 조사하였음에도 기업의 유형(영리 vs. 비영리)과 로고컬러 간의 관계에 대한 연구는 미비하다. 따라서 본 연구는 컬러의 요소 중 가장 기본요소인 색상(Hue)을 중심으로 색 온도(한색vs. 난색)와 기업의 유형이 제품 구매의도 및 평가에 미치는 효과를 탐구하였다.
연구 1에서는 로고의 컬러가 기업의 유형에 따라 제품구매의도에 영향을 미치는지에 대한 기본적인 효과를 조사하였다. 소비자가 기업이 영리목적을 추구한다고 인식했을 때 로고의 컬러가 한색(Cold color)인 경우 난색의 로고를 사용했을 때보다 제품구매의도가 더 높은 것으로 드러났다. 일반적으로 제품의 유능함이 높다고 생각되는 영리기업과 한색(Cold color)의 로고가 제품 구매의도에 긍정적인 영향을 미치는 반면 비영리 기업은 그에 비해 제품 혹은 기업의 유능함(Competence)보다 기업의 따뜻함(Warmth)이 우선 고려됨으로 로고의 컬러가 구매의도에 영향을 미치지 않았다. 이러한 효과의 메커니즘을 밝히고자, 연구 1의 결과를 토대로 연구 2에서는 유능함의 매개효과를 확인하였으며 연구 1과 달리 종속변수로써 제품의 전반적인 평가를 측정하였다. 그 결과 기업의 유형이 영리기업이고 로고의 컬러가 한색(Cold color)일 때 기업의 유능함이 제품평가에 미치는 매개효과를 확인하였다. 따라서 한색로고가 제품에 대한 평가에 미치는 영향을 기업의 유능함이 매개하고 이를 로고의 컬러(한색 vs. 난색)가 조절함을 검증함으로써 조절적 매개변수의 효과를 검증하였다. 연구 3에서는 앞선 실험의 결과가 로고의 컬러가 한색과 난색이 지니는 남성성과 여성성 때문에 나타나는 효과라는 대안가설을 검정하기 위하여 설계되었다. 따라서 중성적인 한색과 난색(녹색, 노란색계열)일 때도 동일한 효과가 나타나는지 검증하였다.
본 연구를 통해 기업의 유형과 로고컬러의 상호작용을 확인하여 선행연구의 확장에 기여하고 영리기업과 한색(Cold color)의 효과가 제품구매의도 및 평가에 긍정적인 영향을 미친다는 것을 확인함으로써 기업이 로고의 컬러를 활용할 효과적인 방안을 제시하였다.

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