Men with more testosterone

Second, green products and organizations can be marketed as more “Men”-vironmentally-friendly, with more masculine fonts, colors, words, and images used in the branding. To illustrate, men in one experiment were more likely to donate to a green non-profit with a masculine logo (black and dark blue colors featuring a howling wolf, with the name “Wilderness Rangers” in a bold font) than one with a traditional logo (green and light tan colors featuring a tree, with the name “Friends of Nature” in a frilly font).  And in a field study conducted at a BMW dealership in China, male customers were more interested in a hybrid vehicle after viewing a print ad featuring a masculine term in the model’s description than when viewing the traditional print ad.

Men with more testosterone

men with more testosterone

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