The Visual-Digital Identity of Corporate Brands

Detalhes bibliográficos
Autor(a) principal: Mañas-Viniegra, Luis
Data de Publicação: 2020
Outros Autores: Santos-Silva, Dora, Liberal-Ormaechea, Sheila
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/108732
Resumo: UIDB/05021/2020 UIDP/05021/2020
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spelling The Visual-Digital Identity of Corporate BrandsA Study of Neuromarketing in Young People from Spain and Portugalcorporate visual identitybrandneuromarketingflat designdigital communicationSocial Sciences(all)UIDB/05021/2020 UIDP/05021/2020The rise of social networks and brand communication in digital media has led to an update of the corporate visual identity of major brands, including those in traditional sectors in which corporate culture is generally deep-rooted and more reluctant to change. The two-dimensional logos that simulate a volume and depth characteristic of those of three dimensions have been simplified and are now flat for better inclusion in various digital supports so as to improve their legibility and more accurately reflect the current values of the brand’s objective. The objective of this research is to determine the cognitive processing of young university students of traditional brand logos in relation to the current ones that are simple, flat, and two-dimensional. The neuromarketing techniques used are eye-tracking to measure attention, and galvanic skin response (GSR) to measure the emotion shown by the public. The main conclusion is that young people place more attention and emotion on flat logos with simple lines, which are more integrated into digital media.Departamento de Ciências da Comunicação (DCC)Instituto de Comunicação da NOVA (ICNOVA)RUNMañas-Viniegra, LuisSantos-Silva, DoraLiberal-Ormaechea, Sheila2020-12-16T07:07:39Z2020-12-022020-12-02T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article17application/pdfhttp://hdl.handle.net/10362/108732eng1138-3305PURE: 26881170info: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:RCAAP2024-03-11T04:53:13Zoai:run.unl.pt:10362/108732Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:41:14.667214Repositório 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 The Visual-Digital Identity of Corporate Brands
A Study of Neuromarketing in Young People from Spain and Portugal
title The Visual-Digital Identity of Corporate Brands
spellingShingle The Visual-Digital Identity of Corporate Brands
Mañas-Viniegra, Luis
corporate visual identity
brand
neuromarketing
flat design
digital communication
Social Sciences(all)
title_short The Visual-Digital Identity of Corporate Brands
title_full The Visual-Digital Identity of Corporate Brands
title_fullStr The Visual-Digital Identity of Corporate Brands
title_full_unstemmed The Visual-Digital Identity of Corporate Brands
title_sort The Visual-Digital Identity of Corporate Brands
author Mañas-Viniegra, Luis
author_facet Mañas-Viniegra, Luis
Santos-Silva, Dora
Liberal-Ormaechea, Sheila
author_role author
author2 Santos-Silva, Dora
Liberal-Ormaechea, Sheila
author2_role author
author
dc.contributor.none.fl_str_mv Departamento de Ciências da Comunicação (DCC)
Instituto de Comunicação da NOVA (ICNOVA)
RUN
dc.contributor.author.fl_str_mv Mañas-Viniegra, Luis
Santos-Silva, Dora
Liberal-Ormaechea, Sheila
dc.subject.por.fl_str_mv corporate visual identity
brand
neuromarketing
flat design
digital communication
Social Sciences(all)
topic corporate visual identity
brand
neuromarketing
flat design
digital communication
Social Sciences(all)
description UIDB/05021/2020 UIDP/05021/2020
publishDate 2020
dc.date.none.fl_str_mv 2020-12-16T07:07:39Z
2020-12-02
2020-12-02T00:00:00Z
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/10362/108732
url http://hdl.handle.net/10362/108732
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1138-3305
PURE: 26881170
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 17
application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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instacron:RCAAP
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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