Applying Art Theory to Logo Design: the Impact of Incomplete Typeface Logos on Perceptions of the Firm

This research investigates the impact of incomplete typeface logos on consumer perceptions of the firm. In these logos, parts of the characters are intentionally missing or blanked out, engendering a form of perceptual ambiguity. Four studies demonstrate that while logo incompleteness has an unfavorable influence on perceived firm trustworthiness, it has a favorable influence on perceived firm innovativeness. The former (latter) influence is tied to the logo’s perceived clarity (interestingness). Further, logo incompleteness has an unfavorable influence on overall attitude toward the firm, but only for consumers with a prevention, rather than promotion, focus.



Citation:

Henrik Hagtvedt (2011) ,"Applying Art Theory to Logo Design: the Impact of Incomplete Typeface Logos on Perceptions of the Firm", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 27-28.

Authors

Henrik Hagtvedt, Boston College, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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