Table 1.
Logos used in this study.
Figure 1.
Schema designs for the logo stimuli (A) and the control stimuli (B).
Figure 2.
Schematic of analysis method for the memory color effect.
This figure illustrates the quantification of the relationship between the magnitude and direction of the achromatic setting and the magnitude and direction of the original color. In this figure, a and t are the 2D vectors in the isoluminant plane for the achromatic setting and the original color of the logos. Both vectors were defined relative to each participant’s mean achromatic setting of the control stimuli.
Figure 3.
Illustrations for correctly, inappropriately colored and achromatic stimuli of the logo used in the semantic priming task.
Figure 4.
The time course of stimulus presentation in the semantic priming task.
Figure 5.
Effect of familiarity of logo on the memory color effect.
Error bars indicate standard error (N = 14). Abbreviations are as follows: LF, low-familiarity condition; MF, middle-familiarity condition; and HF, high-familiarity condition.
Figure 6.
Correlation between the number of stores of the brand and the memory color effect.
The logarithmic values were used both for the memory color effect and for the number of stores.
Figure 7.
The mean RT (in ms) of the semantic priming task for coffee and beef-rice-bowl.
Error bars indicate standard errors (n = 17). Abbreviations are as follows: CC, correctly colored image; IC, inappropriately colored image and AC, achromatic image.