Angular or rounded? The effect of the shape of green brand logos on consumer perception

Abstract Extant research in green marketing mainly focuses on the factors and outcomes of green consumption, but little examined the design of green brand logos. Based on the theories of embodied cognition, we examined the effect of the shape (angular or rounded) of brand logos on consumers’ green perception and the functional mechanism underlying this association via two studies. The results indicated that rounded logos are considered more appropriate for green brands than angular logos. The shape of brand logos influences consumers’ green perception through the multiple mediations of gender perception and warm perception.