Abstract: Brand identity is one of the most important visual symbol of a brand. As an eye-catching visual element, color is an important content of brand identity design, which can stimulate the psychological response of consumers and affect their  cognitions.  From the perspective of the effect of color stimulation of brand logo on consumers’ price perception, this paper discusses the mechanism of brand logo with high saturation and color matching of contrasting colors to induce consumers' sense of cheapness.  By applying virtual brand logos in the field of catering, hotel, sporting goods, etc, we conducted a series of five experiments to study the effects of color collocation of hues and saturation and their interactions, and the cultural values of collectivism/ individualism of social groups.  The results show that, compared with similar colors and low saturation, contrasting colors and high saturation can induce people to regard the brand as cheap brand. When the two factors interact, the order of people's price perception from low to high is high saturation with contrasting colors, high saturation with similar colors, low saturation with contrasting colors and low saturation with similar colors.  The cheapness effect of color mentioned above is only found in domestic consumeis with high collectivism tendency, and there is no obvious regular conclusion in consumers in countries with high individualism tendency represented by the United States.

Key words: brand logo, color stimulation,  , sense of cheapness, collectivism