Marketing scholar investigates psychological effects of logo design
Marketers invest countless resources to design the perfect visual logo for their brand, believing that consumers apply a logo's meaning to its accompanying brand. Consumer behaviour literature supports this assumption by documenting how a logo's meaning can affect attitudes toward and beliefs about associated brands. New research by a University of Kansas marketing scholar documents both how and when consumers attribute the meaning of a visual element to their broader environment instead of the brand itself.
7701 Las Colinas Blvd., Ste. 800, Irving, TX 75063