Is Simplicity Within a Logo the Key to Increased Consumption?
Keywords:marketing, processing fluency, consumption, consumer behavior
AbstractThis study aims to identify whether a flat, simple logo increases the amount consumed for the corresponding product due to processing fluency of the logo. An experiment was run to test whether a complex logo and a simple logo had different effects on consumption. The main findings were that there was no significant difference between the two logos, however it was identified that the fluent logo had a higher average consumption weight in comparison to the disfluent. Further, the relationship between logo and consumption was stronger when a consumer was highly design oriented, because they more strongly value the product design and how it matches their visual aesthetics.
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