Research On The Influence Of Brand Logo Outline And Internal Element Matching Mode On Consumer Perception

Brand logo is the most important component of brand equity and will directly affect consumers' perceptions and perceptions of the brand and even the business.As an important expression of brand image,brand identity has become an important brand element that attracts consumers.Many well-known enterprises have spent a lot of money to modify or redesign the brand logo,but there are still many companies that have caused huge losses because of the unreasonable brand logo.Not only has the economic benefits been damaged,but the brand image has been greatly reduced.Therefore,it can be seen that how to design and choose a suitable brand logo is very important for the company,and it is related to the long-term development of the brand and the company.The shape of a brand logo is one of the important dimensions of a brand logo.There are many brand logos on the market,and the logo shapes are different.Many brand logos are composed of the outline of the brand logo and the internal elements of the logo.The research on the effect of matching on consumer perception needs to be improved.Based on embodied cognition theory,psychological image processing theory and Gestalt theory,this study explores the impact of brand logo outline shape(round vs oval)and internal elements(rectity vs tilt)on consumer perception.It is inferred that consumers observing the circular contour combined with a straight internal element brand logo will produce traditional and stable perception,and the oval contour combined with a slant internal element brand logo will produce a sense of innovation and vitality.Two 2(the shape of the outline of the brand logo: circular vs oval)× 2(internal elements of the brand logo: straightened vs inclined)were verified by experimental experiments,and the experimental data results support this conclusion.At the same time,we know that modern brands convey consumers 'perceptions of innovation and vitality.Traditional brands want to convey consumers' perceptions of tradition,stability,and safety.Therefore,we infer that the type of brand will affect the matching effect of logo outlines and internal elements on consumption.Perceived by people,circular logo outlines match traditional brand logos with internal elements,while modern brands prefer oval logosthat match slanted internal element logos.Similarly,we used two experiments between the subjects to verify the inference,and the experimental data verified the rationality of the inference.The research findings of this study have promoted the further development of the brand logo and cognitive needs level,and considered the impact of brand logo on consumer perception from a new perspective,making up for the shortcomings of previous research.At the same time,the research results also provide a certain theoretical decision-making basis and strategic enlightenment for enterprises to design and select brand logo,adjust the internal and external matching of brand logo and formulate corresponding marketing strategies,which helps enterprises to obtain consumers' and brands.The improvement of image and the improvement of economic effects.