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

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 < 0.001, R2 = 0.114). These findings highlight the affective transfer mechanism linking color attitudes to brand evaluations and suggest that start-ups can strategically use green design elements to enhance consumer appeal. The study contributes to the literature by extending research on color and brand innovativeness from established brands to the start-up context and offers practical guidance for integrating sustainability-oriented colors into brand identity.