Vividly warm: The color saturation of logos on brands' customer sensitivity judgment

Abstract Colors play an essential role in brand image, especially in brand logos. The extant research has mainly focused on the hue and ignoring the saturation. The current research has provided a new insight that logos with high saturated colors could help brands to increase intimacy with customers and further benefit the brand image. A series of studies tested the effect of color saturation on the brand's customer sensitivity. Study 1 showed that shoes with the high saturated logo were evaluated more comfortable than those with low saturated logo. Study 2 repeated this effect and found that perceived closeness mediated this effect. Study 3 revealed that logo shapes moderated this effect. Specifically, the effect of color saturation on the brand's customer sensitivity judgment only existed in circular logos. Study 4 showed that brand origins moderated this effect. The color saturation effect on purchase intentions reversed for non‐local brands. The present research extends the exploration of color saturation on consumer behaviors and provides practical implications for brands to choose the right logo color.