Brand logo design: Examining consumer responses to figurativeness
Machado, J. C.
Brand logos | Brand logo design | Consumer response
In a previous investigation, aimed at studying brand identity preferences in a merger
context, researchers found the most preferred logos are figurative ones. Additionally,
results suggested the aesthetic appeal of the logo significantly influences consumers’
identity choices. These results find support in logo strategy literature. The main purpose
of this study is to investigate more thoroughly the influence of logo design
characteristics, and particularly of figurativeness, on consumers’ responses. In two
studies, this research will try to shed light on consumer logo preferences, by
investigating psychological properties of figurativeness. Firstly, this research will allow
classifying a significant sample of international logos according to the figurativeness of
logo design. Then, this study will evaluate affect towards logo design.
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