publication . Article . Conference object . 2014

Logo design: examining consumer response to figurativeness across cultures

Machado, J. C.; Carvalho, Leonor Vacas de; Torres, Anna; Velden, Michel Van De; Costa, Patrício;
Open Access Portuguese
  • Published: 03 Jun 2014
  • Publisher: EMAC (European Marketing Academy)
  • Country: Portugal
Abstract
Literature concerned with logo strategy suggests that the aesthetic appeal of brand logo significantly influences consumer reactions. The main purpose of this research is to study the influence of the different categories of figurative logo designs on consumer response. Through two studies in three countries, this research sheds light on consumer logo preferences, by investigating the psychological properties of the figurativeness of logo design. Results showed that figurativeness is an essential design element that significantly influences affective responses. Moreover, results suggest that natural designs are clearly preferred, and that the appeal of the diffe...
Subjects
free text keywords: Brand Logo Design, Consumer Response, National Cultures
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publication . Article . Conference object . 2014

Logo design: examining consumer response to figurativeness across cultures

Machado, J. C.; Carvalho, Leonor Vacas de; Torres, Anna; Velden, Michel Van De; Costa, Patrício;