Designing Age: The Impact of Logo Color Lightness on Brand Age Perception and Brand Attitude

ABSTRACT Color is a crucial aspect for companies in brand logo design. This research examines how the lightness of brand logo colors influences consumers' perceptions of brand age and brand attitudes. Five experiments demonstrate that darker logos are associated with an older brand image, while lighter logos are perceived as younger. Additionally, the research shows that brand positioning (modern vs. traditional) moderates the effect of logo color lightness on brand attitude. Traditional brands benefit from a darker logo design that conveys a sense of age, while modern brands are better suited with a lighter design that appears younger. Moreover, this research extends existing findings to consumer product choices, revealing that consumers prefer classic‐style products with dark colors and modern‐style products with light colors. These insights have significant implications for brand logo design and product appearance selection. Companies can strategically adjust the color lightness of their logos and products to convey a younger or older impression, aligning with their desired brand and product characteristics.