A Study On The Influence Of Logo Shape On Consumer Attitude

Branding is an important competitive tool and market strategy for an enterprise to differentiate products or services,gain customer identification,and win customer loyalty.Among them,the brand logo is the core visual symbol of designing a brand,and intuitively leaves an impression in the minds of consumers,helping companies to build a brand image and gain consumers' favor.In a market where consumers' attention is scarce,the quality of the brand logo design can show the "Level of appearance" of the corporate brand.Different brand logo designs will have different consumer perceptions and attitudes.Throughout previous research,the dynamics,symmetry,borders,righteousness,and location of brand logos can affect consumers' perceptions and attitudes,but few empirical studies have explored the specific effects of brand logo shapes.This article explores the impact of brand logo shape(rounded VS angled)on consumer perception and the mediating effect of cuteness perception based on related theories of memory model of memory,mental processing of graphics,and the brands as intentional agents framework.And further examine the moderating role of product types in the impact of brand logo shapes on consumer attitudes.This article designs three research experiments to examine the impact of brand logo shape on consumer attitudes.The first set of experiments designed a single-factor 2 level experiment(text brand logo: rounded vs angled)to explore the relationship between logo shape and consumer's cuteness perception,and examine the mediating effect mechanism of cuteness perception between logo shape and perception.The second group designed an inter-group experiment of 2(text brand logo: rounded VS angled)× 2(product type: hedonistic product VS practical product)to test whether the product type has a regulation in the impact of the logo shape on consumer attitudes.The third group of experiments used a logo shape without text and only graphics as a stimulus,designed 2(graphic brand logo: rounded VS angled)× 2(product type: hedonistic product VS practical product),repeated verification Inferred impact mechanism.The empirical results found that,first,compared with the angled brand logo shape,the rounded brand logo shape can more activate the cuteness perception of consumers,which in turn makes consumers have more warmth perception,but the capacity perception is lower and cute.cuteness perception mediating effect is confirmed.Second,different product types will adjust the impact of logo shapes on consumer attitudes.For hedonic products,consumers have a better attitude towards brand logos with round shapes.For practical products,consumers have a better attitude towards brand logos with a angled shape.The empirical results of this paper enrich the research on the perception of cuteness and the brands as intentional agents framework,and at the same time can provide certain reference and guidance for companies in designing,adjusting and updating the brand logo shape.