publication . Article . 2015

Brand logo design: examining consumer response to naturalness

Joana Cesar Machado; Leonor Vacas de Carvalho; Anna Torres; Patrício Costa;
Open Access English
  • Published: 16 Mar 2015
  • Publisher: Emerald
  • Country: Portugal
Abstract
Purpose – This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely, naturalness and investigated the influence of the different types of natural logo designs on affective response. Design/methodology/approach – In total, 96 logos were selected as design stimuli. The logos were previously classified, according to the naturalness of the logo design, as having an abstract, cultural or organic design. Responses were gathered through a survey in Portugal, including two studies ...
Subjects
free text keywords: Logo design, Brand logos, Consumer response, Psicologia, Psychology, :Psicologia [Ciências sociais], :Psychology [Social sciences], Management of Technology and Innovation, Strategy and Management, Affective response, Naturalness, Logos Bible Software, Business, Advertising, Affect (psychology), Marketing, Logo
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publication . Article . 2015

Brand logo design: examining consumer response to naturalness

Joana Cesar Machado; Leonor Vacas de Carvalho; Anna Torres; Patrício Costa;