Visual symbols, such as logos, landmark pictures, and mascots, play a significant role in attracting tourists and improving destination images. However, only a few studies have examined how the basic visual elements of these symbols influence potential tourists’ responses to a destination. This study aims to investigate the role of color lightness in destination visual symbols. Through three experiments, we repeatedly found that lightened visual symbols nudged consumers to evaluate their destination better. Furthermore, positive mental imagery mediated this effect. Nonetheless, the positive effect of lightened visual symbols on destination images was diminished when informational interventions were present. Our study provides new theoretical insights into destination images research by highlighting the positive effect of a fundamental visual attribute—symbol lightness. We suggest that tourism practitioners can make a “big difference” to the destination image by making “small changes,” such as adjusting visual symbol lightness.
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