Feb 3, 2016
Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments
Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments
Five experiments document that the mere circularity and angularity of a brand logo is powerful enough to affect perceptions of the attributes of a product or company. It is theorized and shown that circular vs. angular logo shapes activate softness and hardness associations, respectively, and these concepts subsequently influence product/company attribute judgments through a resource-demanding…
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#Amitava Chattopadhyay#BP#BP Amoco#Brand#brand attitude#brand building#branding#Gap#Gerald J. Gorn#Hong Kong Polytechnic University#INSEAD#Journal of Consumer Research#Logo#logos#Maria Galli#Memory#Posten#Universitat Pompeu Fabra#Visual Working Memory#Visuospatial Sketchpad#Working Memory#Yuwei Jiang