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The Influence Of Color Logos: Audience Support For Non-Profits, Samantha Sardella

Undergraduate Research

This study examined a person’s affinity to donate to a nonprofit brand based on whether the logo was in black and white or color. It was hypothesized that a person would be more likely to donate to a nonprofit if the logo was in color. The findings largely supported the hypotheses, suggesting that color logos were more effective for nonprofit organizations’ donations.