Influência da dimensão natural do desenho do logótipo nas preferências dos consumidores

: revisão da literatura e construção de instrumento de recolha de dados

Abstract

The influence that logo design has on consumers’ preferences constitutes a relevant research theme from a practical perspective – source of value and loyalty – and from an academic perspective, since scientific research on logo design characteristics is scarce and scattered. After reviewing the most relevant literature, this study presents a critical analysis of the logo’s role as a fundamental brand identity sign. The main logo categories found in the literature are presented and described. Furthermore, the logo is characterized as a strategic brand asset, which is capable of representing meanings and of eliciting positive feelings towards the brand, particularly when its intrinsic components are aligned with the brand’s communication purposes. The concepts found in the literature are thoroughly analyzed in order to designate the presence and the nature of the units of meaning. Therefore, Lencastre’s (1997; 2007) terminology is used and logos are defined according to the dichotomy “figurative vs abstract”. Within the figurative concept, logos can be further defined according to the dichotomy “natural vs cultural”. Previous research suggests that the distinction between figurative and abstract is enough to explain consumers’ cognitive responses to logo design, even though natural features may play a particularly relevant role in affective responses. Finally, the literature review focuses on several schools of thought that explain the influence that the product’s category has on the response to the brand and this study selected the Rossiter-Percy grid (1991). Based on the literature review, this study develops a data collection instrument which will allow not only to assess the influence that figurativeness of logo design - particularly the dichotomy “natural vs cultural” – has on consumers’ cognitive and affective responses, but also how this influence is affected by the product category the logo represents.

Date of Award	2011
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)