Ever notice how many green logos there are? Or how many of them sport a leafy/flowery look? Well, the first time many people see a green or blue logo, they assume the brand has ‘green’ intentions. A new study found that people are likely to base the ethicality of a company on the color of the logo. The study was done by the University of Oregon, after polling a group, researchers there found that most of your everyday store-goers have a tendency to make assumptions that brands that use green colors. Apparently people are more likely to assume green logos are ecologically centered. For many companies, this is true. Brands like Whole Foods, Ecological Footprint and Waste Management are more ecologically friendly than most brands, but brands like BP are not so environmentally ethical.
In a series of studies done by Aparna Sundar, marketing professor at University of Oregon’s Lundquist College of Business, and James Kellaris of UC found evidence that the color and even the shape of brand logos can effect a persons judgement of the company. They found that people who looked at a set of unfamiliar logos were more likely to think that blue or green logos belonged to more ethical and eco-friendly companies.
This information suggests that logos can make an impact on the whether a consumer will buy a product based on it’s ethical standing. Some buyers are more likely to buy from a company that they assume has an environmental focus. So, for a naive eye, even BP will look like an earth loving, ecosystem protecting brand.