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Animatie ter consideratie: de verschillen in effecten tussen geanimeerde en statische logo’s

Diepen, S.M.A. (2013) Animatie ter consideratie: de verschillen in effecten tussen geanimeerde en statische logo’s.

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Abstract:More and more companies choose to use an animated logo. This gives reason to believe that animated logo’s could have an advantage compared to static logos. However there is no scientific literature available about animated logos. This research provides an insight of the differences in effects between static and animated logos. 18 logos, with a static and animated version were tested for three logo tasks, namely recall, recognition, appreciation and the communication of organizational values. The tests show that animated logo’s are better remembered than are static logos. On the other hand, static logos were recognized more often. However they also had higher scores on false recognition. The appreciation of the static logos was significantly more positive for half of the logos and the other half did not show any differences. For the communication of organizational values, static logos had more positive scores for communicating innovation, professionalism and distinctiveness. Also research was conducted about which kind of animations are better or worse to use to communicate certain values. This showed that animations that exists of a logo being composed of loose parts, logos with a shine, and logo’s that turn, have a more positive score on communicating several organizational values than did the remaining animated logos and that logos with an animation that exists of parts of the logo moving on the screen have a more negative score on some organizational values in comparison with the remaining animated logos. Logos with an animation that lasts 3 to 4 seconds score highest at communicating professionalism and logos with an animation of 1 to 2 seconds are seen as less trustworthy and less recognizable. Animations that last 5 till 9 seconds are seen as less innovative and less distinctive. This report shows that the choice of an animated or static logo and the kind of animation depends of the requirements of the logo. However there is much more research needed to get a full understanding of the differences between the two varieties. Future research should be based on new logos that are designed with underlying reasons and that are tested on their own set of organizational values.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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