Brand logo design: examining consumer response to naturalness
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10174/17675 https://doi.org/http://dx.doi.org/10.1108/JPBM-05-2014-0609 |
Resumo: | 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 with 220 participants. Findings – Results show that naturalness is an essential logo design element which significantly influences consumer affective responses to the logo, and that natural logos are clearly preferred to abstract logos. Additionally, this research indicates that, within natural logos, organic designs are favored over cultural designs. Practical implications – The findings presented suggest that affect toward unknown organic logos is at the same level as affect toward well-known abstract logos. This is a relevant finding from a managerial point of view, as familiarity, an essential cognitive response toward the brand that has a cost for the firm, can be replaced cost-free with unknown organic logos. Originality/value – This paper is a first exploration of responses to different types of natural logo design. The results should guide managers in selecting or modifying logo designs for achieving a positive affective response. |
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Brand logo design: examining consumer response to naturalnessLogo designBrand logosConsumer responsePurpose – 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 with 220 participants. Findings – Results show that naturalness is an essential logo design element which significantly influences consumer affective responses to the logo, and that natural logos are clearly preferred to abstract logos. Additionally, this research indicates that, within natural logos, organic designs are favored over cultural designs. Practical implications – The findings presented suggest that affect toward unknown organic logos is at the same level as affect toward well-known abstract logos. This is a relevant finding from a managerial point of view, as familiarity, an essential cognitive response toward the brand that has a cost for the firm, can be replaced cost-free with unknown organic logos. Originality/value – This paper is a first exploration of responses to different types of natural logo design. The results should guide managers in selecting or modifying logo designs for achieving a positive affective response.Emerald2016-03-01T14:31:36Z2016-03-012015-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttp://hdl.handle.net/10174/17675http://hdl.handle.net/10174/17675https://doi.org/http://dx.doi.org/10.1108/JPBM-05-2014-0609engBrand logo design: examining consumer response to naturalness Joana Cesar Machado , Leonor Vacas de Carvalho , Anna Torres , Patrício Costa Journal of Product & Brand Management 2015 24:1 , 78-87jcmachado@porto.ucp.ptleonorvc@uevora.ptanna.torres@upf.edupcosta@ecsaude.uminho.pt256Machado, Joana MachadoVacas-de-Carvalho, LeonorTorres, AnnaCosta, Patrícioinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-03T19:05:16Zoai:dspace.uevora.pt:10174/17675Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:09:44.097087Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Brand logo design: examining consumer response to naturalness |
title |
Brand logo design: examining consumer response to naturalness |
spellingShingle |
Brand logo design: examining consumer response to naturalness Machado, Joana Machado Logo design Brand logos Consumer response |
title_short |
Brand logo design: examining consumer response to naturalness |
title_full |
Brand logo design: examining consumer response to naturalness |
title_fullStr |
Brand logo design: examining consumer response to naturalness |
title_full_unstemmed |
Brand logo design: examining consumer response to naturalness |
title_sort |
Brand logo design: examining consumer response to naturalness |
author |
Machado, Joana Machado |
author_facet |
Machado, Joana Machado Vacas-de-Carvalho, Leonor Torres, Anna Costa, Patrício |
author_role |
author |
author2 |
Vacas-de-Carvalho, Leonor Torres, Anna Costa, Patrício |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Machado, Joana Machado Vacas-de-Carvalho, Leonor Torres, Anna Costa, Patrício |
dc.subject.por.fl_str_mv |
Logo design Brand logos Consumer response |
topic |
Logo design Brand logos Consumer response |
description |
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 with 220 participants. Findings – Results show that naturalness is an essential logo design element which significantly influences consumer affective responses to the logo, and that natural logos are clearly preferred to abstract logos. Additionally, this research indicates that, within natural logos, organic designs are favored over cultural designs. Practical implications – The findings presented suggest that affect toward unknown organic logos is at the same level as affect toward well-known abstract logos. This is a relevant finding from a managerial point of view, as familiarity, an essential cognitive response toward the brand that has a cost for the firm, can be replaced cost-free with unknown organic logos. Originality/value – This paper is a first exploration of responses to different types of natural logo design. The results should guide managers in selecting or modifying logo designs for achieving a positive affective response. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-01-01T00:00:00Z 2016-03-01T14:31:36Z 2016-03-01 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10174/17675 http://hdl.handle.net/10174/17675 https://doi.org/http://dx.doi.org/10.1108/JPBM-05-2014-0609 |
url |
http://hdl.handle.net/10174/17675 https://doi.org/http://dx.doi.org/10.1108/JPBM-05-2014-0609 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
Brand logo design: examining consumer response to naturalness Joana Cesar Machado , Leonor Vacas de Carvalho , Anna Torres , Patrício Costa Journal of Product & Brand Management 2015 24:1 , 78-87 jcmachado@porto.ucp.pt leonorvc@uevora.pt anna.torres@upf.edu pcosta@ecsaude.uminho.pt 256 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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Emerald |
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Emerald |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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