Effect of colours on sponsor recall

Abstract

PurposeAs sports sponsorship is a common marketing tool among commercial organisations, there had been a large number of studies examining the effectiveness of sponsorship. The aim of this study is to examine whether colour affects sponsorship effectiveness on printed advertisements of sports events. This is an area that has received less research interest.Design/methodology/approachIn total, 85 participants were randomly assigned to a control group and three experimental groups. In each of the groups, the participants viewed an advertisement of a sports event on a computer linked to an eye tracker. In the control group, the logos of sponsors were in their original colours. In each of the three experimental groups, the logos were manipulated and featured greyscale, blue or red backgrounds.FindingsThe study found that sponsor recall and recognition rates were highest for the control group. Visual attention was also the highest in the control group.Research limitations/implicationsThe findings suggest that manipulating colours of the sponsors' logos can negatively affect attention and sponsorship effectiveness.Originality/valueWhile there exist studies that focus on the effects of colour in sponsorship, they are typically conducted with regard to physically attending the event itself. However, sponsorship involves other marketing collaterals such as printed advertisements on the event. In such mediums, colour contrast is also important in print advertisements as it affects readability and legibility. As such, the examination of effect of colour on such marketing collaterals provides additional empirical support to the phenomenon.

Does the Game Matter? Analyzing Sponsorship Effectiveness and Message Personalization in Sport Live Broadcasts

“…For example, Breuer and Rumpf (2012) found that exposure-related variables like brand logo size and exposure duration significantly affect visual attention to sponsor messages. Also, message color (Toh et al, 2022) and animation seem significant (Breuer & Rumpf, 2015;Otto & Rumpf, 2018). Concerning viewer-related factors, Lee et al (2019) associate viewers' identification with the sponsored sports team as a factor, while Boronczyk et al (2018) state the level of sport involvement and familiarity with the sponsor brand as relevant.…”

XIII Congreso Iberoamericano de Economía del Deporte. Los eventos deportivos: impacto, turismo y tecnología

“…La exposición de marca en periodos de incertidumbre genera un mayor alcance de audiencia (Breuer et al, 2021). Otros estudios utilizan el seguimiento ocular para medir la efectividad de los patrocinios deportivos: El uso de colores originales en la exposición de marca genera un mayor número de fijaciones y una mayor duración en la mirada de los espectadores (Toh et al, 2022). La atención tiene una relación negativa con la posesión del balón de su equipo favorito (Boronczyk et al, 2022).…”

“…3. METODOLOGÍA Para la recolección de datos, se utilizará un estudio experimental que utilizará el seguimiento ocular para medir la eficacia del patrocinio deportivo mediante la atención, tal como se lo ha hecho en estudios previos (Boronczyk et al, 2018(Boronczyk et al, , 2022Breuer et al, 2021;Toh et al, 2022). Para esto, se reclutará una muestra de conveniencia de 60 estudiantes de la carrera de gestión deportiva en la Universidad de las Américas en Ecuador.…”

“…De igual manera hay factores como el contraste de color y la familiaridad de la marca que afectan directamente a la atención (Boronczyk et al, 2018). Breuer & Rumpf (2012) encontraron que la presencia de varios logotipos afecta negativamente a la atención, mientras que, cuando los colores de los logotipos son manipulados se obtiene un efecto negativo en la atención y la tasa de recuerdo (Toh et al, 2022). Estos estudios han examinado retransmisiones deportivas, imágenes y anuncios impresos, dejando futuras líneas de investigación que incluyan seguimiento ocular para medir la exposición y la atención hacia varias marcas en tiempo real (Boronczyk et al, 2018).…”

Esports and Visual Attention: Evaluating In-Game Advertising through Eye-Tracking during the Game Viewing Experience

“…For example, Oboudi et al (2022) [ 38 ] investigated differences in attention based on the attractiveness of the game and the color of prosocial messages, finding that both factors significantly affected the visual attention elicited by prosocial messages. Colors, as shown by the eye-tracking study conducted by Toh et al (2022) [ 39 ] in the context of sports sponsorship, can be also effectively manipulated to affect visual attention toward logos. Regarding sponsorship in sports event posters, Alonso Dos Santos et al (2019) [ 40 ] showed through their study that sponsors capable of drawing only 2.8% of the total exposure time (sponsorship blindness) and that sponsors positioned in the poster’s region of action elicit more attention than the others.…”