To Be Simple Is to Be Eaten: the Effects of Brand Logo Complexity on Preference and Consumption - a Processing Fluency Perspective

Vera Bossel, Maastricht University, The Netherlands
Kelly Geyskens, Maastricht University, The Netherlands
Caroline Goukens, Maastricht University, The Netherlands
An investigation of the effects of logo complexity on consumer preference has shown that consumers prefer simple and clean logos over more complex ones and that processing fluency drives this effect. Moreover, processing fluency stemming from a simple logo design results in an increased consumption of a snack food item.
[ to cite ]:
Vera Bossel, Kelly Geyskens, and Caroline Goukens (2015) ,"To Be Simple Is to Be Eaten: the Effects of Brand Logo Complexity on Preference and Consumption - a Processing Fluency Perspective", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 778-778.