Breaking Through Complexity. Visual and Conceptual Dimensions in Logo Evaluation

Miceli, G., Scopelliti, I., Raimondo, M. A. & Donato, C. (2014). Breaking Through Complexity. Visual and Conceptual Dimensions in Logo Evaluation. Psychology & Marketing, 31(10), pp. 886-899. doi: 10.1002/mar.20741

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Abstract

This research investigates the effects of visual and conceptual complexity (VC and CC) on brand logo evaluations at single and multiple exposures. Building upon the theoretical distinction between visual and conceptual constructs and on a processing fluency account, it is proposed that the effects of VC and CC on attitude toward the logo change across exposures following opposite patterns, and are driven by the mechanisms of perceptual fluency and conceptual fluency, respectively. The results of a hybrid experimental study suggest that the initially positive effect of VC on attitude toward the logo becomes negative with multiple exposures, whereas the initially negative effect of CC on attitude toward the logo becomes positive as exposures increase. The findings contribute to research on consumer reactions to the visual elements of brands, and offer guidelines to brand managers and logo designers for leveraging on VC and CC, as well as on the number of exposures, in order to raise the attractiveness of logos.

Item Type: Article
Additional Information: This is the accepted version of the following article: Miceli, G., Scopelliti, I., Raimondo, M. A. and Donato, C. (2014), Breaking Through Complexity: Visual and Conceptual Dimensions in Logo Evaluation across Exposures. Psychol. Mark., 31: 886–899., which has been published in final form at http://dx.doi.org/10.1002/mar.20741
Uncontrolled Keywords: Complexity, logo, brand, fluency
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Cass Business School > Faculty of Management
URI: http://openaccess.city.ac.uk/id/eprint/4267

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