{
  "schema_version": "1.1",
  "id": "color-increases-brand-recognition-80",
  "slug": "color-increases-brand-recognition-80",
  "url": "https://groundedkit.com/claims/color-increases-brand-recognition-80/",
  "api_url": "https://groundedkit.com/api/claims/color-increases-brand-recognition-80.json",
  "claim": "Color increases brand recognition by 80%",
  "commonly_cited_as": "\"University of Loyola study: color increases brand recognition by up to 80%\"",
  "verdict": "unsourced",
  "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.",
  "confidence": "medium",
  "rating": {
    "value": 1,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Xerox marketing leaflet (2001/2005), attributed to Loyola University Maryland researchers",
    "title": "No study containing the figure was found",
    "year": "2001 (leaflet)"
  },
  "quote": "Google couldn't find any paper by dr. Hoadley that had that quote in it.",
  "method": "None. An investigator traced the line to a Xerox leaflet and contacted the named lead researcher; the papers she supplied do not contain the 80% figure.",
  "drift": [
    "Attribution: a printer-maker's sales leaflet quoted as a university study"
  ],
  "interest": "Xerox sells color printing.",
  "safe_rephrasing": "Don't cite a number. If you need evidence on color, cite a named peer-reviewed study and what it measured.",
  "sources": [
    {
      "title": "Insights4Print: the real contents of the 'Loyola study' (2019)",
      "url": "https://www.insights4print.ceo/2019/02/color-increases-brand-recognition-by-80-the-real-contents-of-the-loyola-study-revealed/",
      "primary": false
    }
  ],
  "kind": "stat_check",
  "as_of": "2001 (leaflet)",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}