Green Visual Design and Start-Up Brands: The Link Between Color and Innovation

Chia-Nung Li (), Chia-Hsin Liao and Kuo-Pin Lai
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Chia-Nung Li: Chinese Culture University
Chia-Hsin Liao: Chinese Culture University
Kuo-Pin Lai: Chinese Culture University

A chapter in Entrepreneurship and Human-Centric Business Strategies for Social and Economic Resilience, 2026, pp 1945-1956 from Springer

Abstract: Abstract This study investigates whether green visual design enhances the innovative image of start-up brands and examines the role of consumers’ perceptions of green in shaping brand attractiveness. Drawing on color psychology and brand perception theory, an experimental design was conducted with 122 participants randomly assigned to evaluate start-up brand visuals in either green or non-green (gray) design conditions. Results show that while the effect of green on perceived innovativeness was marginally significant (t (120) = 1.91, p = 0.058, Cohen’s d = 0.35), consumers’ positive impressions of green significantly predicted higher brand favorability and attractiveness (F = 15.431, p

Keywords: Color psychology; Brand perception; Green design; Consumer perception; Brand innovation image (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-95-6415-6_121

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DOI: 10.1007/978-981-95-6415-6_121

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