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Does it move? : An experimental study in the effects of color contrasts and structures within a static logo on perceived movement

Daniel, P.J. (2018) Does it move? : An experimental study in the effects of color contrasts and structures within a static logo on perceived movement.

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Abstract:Within the last years, markets are flooded with brands from all over the world leading to more competition between them. Logos visually represent companies in their values, beliefs, and goals. It is one of the first and most frequent impressions of a brand people are exposed to. Therefore, companies face the task to create positive associations already at first sight to stay economically competitive. Previous research regarding logos and their designs addresses mainly differences in cultural perceptions or general designing principles. Only little research focuses on abstract concepts from other disciplines. This study aimed to explore the effect of perceived movement in a static logo on people’s perceptions of the brand. A 2 (color: high contrast vs. low contrast) x 2 (structure: dynamic vs. static) x 2 (corporate identity: active vs. passive) design and an Implicit Association Test were used among N = 311 participants. The present study examined the effects of color contrasts and structures within logos on perceived movement, brand attitudes, engagement and brand personalities. The research is one of the firsts, connecting the concept of perceived movement, attitude forming, and brand personalities. Moreover, this study delivers practical insights on how marketers can create the perception of movement by changing simple logo properties. Fundamental to this research was the idea of embodied persuasion, assuming that behaviors unconsciously affect cognitive processing and subsequently attitudes and perception. Results show that people hold an implicit preference for movement within brand logos. Dynamic logo structures reveal an effect on the perception of movement within a static logo. A high color contrast only shows to have a potential effect on perceived movement while paired with an active description of a brand. Still, a high color contrast and a dynamic structure were capable of increasing people’s attitudes towards the brand already at the first impression. Additionally, the study was able to detect a mediating effect of engagement between movement and brand attitudes. Lastly, the study revealed that dynamic structures and color contrasts strengthen different personalities of a brand. Future research is addressed to take a more in-depth look at different color combinations and other structures to develop a mature framework and understanding of the subject. In the course of the study, also implications for follow-up research are discussed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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