Color memory and evaluations for alphabetic and logographic brand names

Reading logographs relies to a greater degree on visual information process es than does reading alphabetic words. Two experiments examined related mem ory and judgment effects with native speakers of Chinese and English. In Ex periment 1, memory for print colors was greater for logographs than for alp habetic words. Experiment 2 examined consumers' ratings of novel brand name s printed in colors previously associated with positive or negative evaluat ions. These print colors had a stronger effect on the evaluation of logogra phic than of alphabetic brand names. The findings suggest that script varia tions affect the integration of written words with their surface features. The findings have practical implications for visually differentiating a bra nd and for the ability of a brand extension or a copycat brand to visually acquire meaning from an existing brand.