When Logos Rise and Fall: Exploring the Metaphorical Meaning of Upward and Downward Diagonal Imagery

Ann Schlosser, University of Washington, USA
Sokiente Dagogo-Jack , University of Washington, USA
Using a multimethod approach, we explore consumers’ capacity to extract metaphorical meaning from stylistic properties of logos at an automatic (vs. deliberate) level. Specifically, we investigate the differential semantic concepts communicated by diagonal direction (upward or downward) used in logos, and find that diagonal direction can spontaneously communicate different meanings.
[ to cite ]:
Ann Schlosser and Sokiente Dagogo-Jack (2013) ,"When Logos Rise and Fall: Exploring the Metaphorical Meaning of Upward and Downward Diagonal Imagery", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.