Abstract:
This study aimed at answering the questions whether dark or bright logos are more appreciated for cultural or environmental NGOs and whether these hues influence the perception of sincerity and sophistication. Further-more, the effect on the attitude towards the NGO, the intention to volunteer for the NGO and the intention to donate to the NGO were studied. Participants were confronted with a bright or a dark logo which either belonged to a cultural or an environmental NGO. 253 European participants filled in a questionnaire. The results indicate that dark logos are generally more appreciated for cultural NGOs and lead to a higher perception of sophistica-tion. Contrary, bright logos lead to more sincere associations but are not significantly preferred for environmen-tal NGOs. The type of NGO does not function as a moderator. Sincerity and sophistication partially predict the remaining dependent variables. There was no moderated mediation. Hence, colour can be a powerful tool to in-fluence perceptions, but this effect is limited to perceived sincerity and sophistication as well as partially to the type of NGO.
