The color gradation effect: How boundlessness shapes brand attribute judgments

The present research examines when and how logo color gradient affects consumer perceptions of brand innovativeness and their subsequent behavior toward products. Across six pre-registered studies, we consistently find that gradient (vs. solid) color logos can boost perceived brand innovativeness and increase purchase intention for products where innovation is of high importance. The effect emerges across different product categories (e.g., running shoes, online games, skin care products, and home decoration) and in different countries (the United States and China). We also show that this effect occurs because color gradation induces a sense of boundlessness, leading consumers to perceive greater innovativeness. This research contributes to research on logos, brand identity, innovativeness perceptions, and the role of boundlessness perceptions in marketing, offering actionable managerial implications.