The Impact of Straight and Tilted Brand Logo on Perception and Attitude of Consumers

Abstract

Abstract:

Logo is a brand's most important symbol, which plays a critical role in creating brand equity and reinforcing brand percep-tion. Previous researches indicate that consumer perception and attitude can be affected by a logo's shape, integrity and dynamics. Bare-ly any studies have examined the functions of text brands' upright or tilted shape. Based upon embodied cognition and structural meta-phor theory, this study explores the effects of upright and tilted text brands on consumer perception and attitude with two studies and six experiments. Results show that tilted text logos come across as fast, efficient and innovative compared to upright ones. But upright brand logos make consumers feel stable, reliable and safe. The effect of text brands' upright or tilted shape on consumers' attitude is modera-ted by brand type. For modern brands, consumers prefer tilted brand logos; while for traditional brands, consumers favor upright brand logos. This study provides guidance for brand logo design and expands the applicable range of embodied cognition and structural meta-phor.

Key words: brand logo, upright, tilted, embodied cognition, structural metaphor

Wei Hua, Wang Tao, Feng Wenting, Ding Qian. The Impact of Straight and Tilted Brand Logo on Perception and Attitude of Consumers[J]. , 2018, 30(2): 136-145.

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