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Experiment 1 explores the notion of congruity, showing that it is more appropriate for functional products to be presented in functional colors, and sensorysocial products in sensory-social colors. Experiment 2 examines the effect of red and blue on brands of products that can be classified as both functional and sensory-social, and the ability of color to enhance a brand's desired image. When people know how brands are attempting to position themselves, people consider colors congruent with those positions to be more appropriate.<\/jats:p>","DOI":"10.1177\/1470593106061263","type":"journal-article","created":{"date-parts":[[2006,3,7]],"date-time":"2006-03-07T10:38:59Z","timestamp":1141727939000},"page":"63-83","source":"Crossref","is-referenced-by-count":230,"title":["The interactive effects of colors and products on perceptions of brand logo appropriateness"],"prefix":"10.1177","volume":"6","author":[{"given":"Paul A.","family":"Bottomley","sequence":"first","affiliation":[{"name":"Cardiff Business School, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"John R.","family":"Doyle","sequence":"additional","affiliation":[{"name":"Cardiff Business School, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2006,3,1]]},"reference":[{"key":"atypb1","doi-asserted-by":"publisher","DOI":"10.1177\/002202217300400201"},{"key":"atypb2","doi-asserted-by":"publisher","DOI":"10.1002\/mar.4220090502"},{"key":"atypb3","volume-title":"Bullet-Proof Logos: Creating Great Designs Which Avoid Legal Problems","author":"Carter, D.E.","year":"1999"},{"key":"atypb4","doi-asserted-by":"publisher","DOI":"10.1207\/S15327663JCP1202_03"},{"key":"atypb5","doi-asserted-by":"publisher","DOI":"10.1016\/0167-8116(95)00021-S"},{"key":"atypb6","doi-asserted-by":"publisher","DOI":"10.1016\/S0022-5371(73)80014-3"},{"key":"atypb7","doi-asserted-by":"publisher","DOI":"10.1016\/S0148-2963(02)00487-3"},{"key":"atypb8","doi-asserted-by":"publisher","DOI":"10.1207\/S15327663JCP1201_06"},{"key":"atypb9","first-page":"313","volume-title":"Persuasive Imagery: A Consumer Response Perspective","author":"Garber, L.L. 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