Is Simplicity Within a Logo the Key to Increased Consumption?


  • Lise Devits Maastricht University



marketing, processing fluency, consumption, consumer behavior


This 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. 


Alter A. L. & Oppenheimer D. M. (2008), Easy on the Mind, Easy on the Wallet: The Roles of Familiarity and Processing Fluency in Valuation Judgments, Psychonomic Bulletin & Review, 15 (October), 985-90

Alter A. L. & Oppenheimer D. M. (2009). Uniting the Tribes of Fluency to Form a Metacognitive Nation. Society for Personality and Social Psychology, 13 (3), 219-235.

Baker, M. J., & Balmer, J. M. T. (1997). Visual identity: Trappings or substance? European Journal of Marketing, 31(5/6), 366–383.

Bloch, P. H., Brunel, F. F. & Arnold T. J. (2003). Individual Differences in the Centrality of Visual Product Aesthetics: Concept and Measurement. Journal of Consumer Research, 29(4), 551-565

Foroudi P., Melewar T.C., & Gupta S. (2014). Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting. Journal of Business Research, 67, 2269-2281

Henderson, P. W., & Cote, A. (1998). Guidelines for selecting or modifying logos. Journal of Marketing, 62, 14–30.

Herman, C. P., & Polivy, J. (1980). Retrained eating. In A. J. Stunkard (Ed.), Obesity (pp.

–225). Philadelphia: Saunders.

Müller, B., Kocher, B., & Crettaz, A. (2011). The effects of visual rejuvenation through brand logos. Journal of Business Research. 66 (1) 82–88

Park C. W., Eisingerich A. B., Pol G., Park J. W. (2013). The role of brand logos in firm performance. Journal of Business Research 66, 180-187.

Petrova K. P. & Cialdini B. R. (2005), Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals, Journal of Consumer Research, 32 (December), 442-452

Reber, R., & Schwarz, N. (1999). Effects of perceptual fluency on judgments of truth. Consciousness and Cognition, 8, 338-342.

Reber, R., Winkielman, P., & Schwarz, N. (1998). Effects of perceptual fluency on affective judgments. Psychological Science, 9, 45-48.

Wallace, R. (2001). Proving our value: Measuring package design's return on investment. Design Management Journal, 12(3), 20–27.

Whittlesea, B. W. A., Jacoby, L. L., & Girard, K. (1990). Illusions of immediate memory: Evidence of an attributional basis for feelings of familiarity and perceptual quality. Journal of Memory and Language, 29, 716–732.

Winkielman, P. &. Cacioppo, J. T. (2001). Mind at ease puts a smile on the face: Psychophysiological evidence that processing facilitation elicits positive affect. Journal of Personality and Social Psychology , 81, 989–1000.

Woo, J. J., Chang-Hoan, C., & Hyuck Joon, K. (2008). The role of affect and cognition in

consumer evaluations of corporate visual identity: Perspectives from the United States and Korea. Journal of Brand Management, 15(6), 382–398.