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.

中文翻译：

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生动的暖色：商标色彩饱和度对品牌客户敏感度判断的影响

颜色在品牌形象中起着至关重要的作用，尤其是在品牌标志中。现有的研究主要集中在色调上，而忽略了饱和度。当前的研究提供了一个新的见解，即具有高饱和度颜色的徽标可以帮助品牌增加与客户的亲密度并进一步有利于品牌形象。一系列研究测试了色彩饱和度对品牌客户敏感性的影响。研究 1 表明，高饱和度标志的鞋子比低饱和度标志的鞋子更舒适。研究 2 重复了这种效应，并发现感知到的亲密性介导了这种效应。研究 3 表明，标志形状缓和了这种影响。具体来说，色彩饱和度对品牌客户敏感度判断的影响只存在于圆形标志中。研究 4 表明品牌起源缓和了这种影响。对于非本地品牌，色彩饱和度对购买意愿的影响相反。目前的研究扩展了色彩饱和度对消费者行为的探索，并为品牌选择正确的标志颜色提供了实际意义。