为什么有的标识会让人产生廉价感:颜色刺激的引导作用被引量：3

Why Do Some Logos Induce People’s Sense of Cheapness:The Effect of Color Stimulus

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摘要品牌标识是品牌最重要的视觉象征符号。颜色作为醒目的视觉要素,是品牌标识设计的一项重要内容,能够刺激消费者产生心理反应并影响其认知。本文从品牌标识颜色刺激对消费者产品价格感知的影响的角度出发,探讨了高饱和度和对比色颜色搭配的品牌标识引发消费者廉价感的机制。依托餐饮、酒店、运动品等领域的虚拟品牌标识,本文围绕色彩搭配中的色相和饱和度及其交互作用,以及社会群体的集体主义/个人主义文化价值在其中的影响进行了5组对比实验,验证了色相、饱和度等品牌标识色彩要素对消费者的廉价感感知的影响。研究结果发现,相比相近色和低饱和度,对比色和高饱和度更能让人对品牌标识产生廉价感;两要素交互时,人们的价格感知从低到高的排序为高饱和对比色、高饱和相近色、低饱和对比色和低饱和相近色;前述色彩的廉价感效应仅在有高集体主义倾向的文化氛围的国家的消费者中成立,对以美国为代表的有高个人主义倾向的文化氛围的国家的消费者则无明显的规律性结论。 Brand identity is one of the most important visual symbol of a brand.As an eye-catching visual element, color is an important content of brand identity design, which can stimulate the psychological response of consumers and affect their cognitions.From the perspective of the effect of color stimulation of brand logo on consumers’ price perception, this paper discusses the mechanism of brand logo with high saturation and color matching of contrasting colors to induce consumers’ sense of cheapness.By applying virtual brand logos in the field of catering, hotel, sporting goods, etc, we conducted a series of five experiments to study the effects of color collocation of hues and saturation and their interactions, and the cultural values of collectivism/individualism of social groups.The results show that, compared with similar colors and low saturation, contrasting colors and high saturation can induce people to regard the brand as cheap brand.When the two factors interact, the order of people’s price perception from low to high is high saturation with contrasting colors, high saturation with similar colors, low saturation with contrasting colors and low saturation with similar colors.The cheapness effect of color mentioned above is only found in domestic consumers with high collectivism tendency, and there is no obvious regular conclusion in consumers in countries with high individualism tendency represented by the United States.

作者钱明辉樊安懿刘奥粤 Qian Minghui;Fan Anyi;Liu Aoyue(School of Information Resource Management,Renmin University of China;Information Analysis Research Center,Renmin University of China;School of Basic Medicine,Central South University)

机构地区中国人民大学信息资源管理学院中南大学基础医学院

出处《营销科学学报》 2022年第3期42-57,共16页 Journal of Marketing Science

基金北京社科基金重点项目“北京市文化旅游产业与数字科技融合的模式研究”(20YTA004)的资助。

关键词品牌标识颜色刺激廉价感集体主义 brand logo color stimulation sense of cheapness collectivism

分类号 F713.55 [经济管理—市场营销] J524.4 [艺术—艺术设计]

作者简介钱明辉,中国人民大学信息资源管理学院教授,副院长,E-mail:qmh@ruc.edu.cn;通信作者:樊安懿,中国人民大学信息资源管理学院博士研究生,E-mail:anyi_fan@ruc.edu.cn;刘奥粤,中南大学基础医学院,E-mail:517359010@qq.com。