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- Same design, same response? Investigating natural designs in international logosPublication . Torres, Anna; Machado, Joana César; Carvalho, Leonor Vacas de; Velden, Michel van de; Costa, PatrícioPurpose - This paper aims to investigate the commonalities and asymmetries between consumer responses to different types of natural designs across countries. Design/methodology/approach - Data were gathered through a survey in three European countries ranking differently in what concerns Hofstede's (1981) uncertainty avoidance dimension (UAD). Respondents can vary strongly in the way they interpret and use rating scales, exhibiting a variety of response styles. In the analysis of consumers' preferences for logo design, this article apply constrained dual scaling (CDS) to account for response styles in categorical data. Findings - Results demonstrate the broad appeal of natural logo designs, suggesting that design preferences are similar within countries with different cultural orientations. However, findings indicate that cultural dimensions influence how consumers respond to different types of natural logo designs. Indeed, the positive effects of organic designs are even more salient in countries with higher UAD. Thus, when managers prepare to launch their brands in countries that exhibit more discomfort with uncertainty, they should consider incorporating organic visual identity elements into their logos to achieve the maximum positive affect. Originality/value - Companies invest extensive time, research and money in generating, promoting and modifying their logos. This paper provides important implications for international brand managers aiming to build a consistent and favorable brand image. From a methodological perspective, the results come from the analysis of clean data - that is, data after applying CDS, which increases the validity of the cross- country comparison.
- Brand logo design: examining consumer response to naturalnessPublication . Machado, Joana César; Carvalho, Leonor Vacas de; Torres, Anna; Costa, PatrícioPurpose – This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely, naturalness and investigated the influence of the different types of natural logo designs on affective response. Design/methodology/approach – In total, 96 logos were selected as design stimuli. The logos were previously classified, according to the naturalness of the logo design, as having an abstract, cultural or organic design. Responses were gathered through a survey in Portugal, including two studies with 220 participants. Findings – Results show that naturalness is an essential logo design element which significantly influences consumer affective responses to the logo, and that natural logos are clearly preferred to abstract logos. Additionally, this research indicates that, within natural logos, organic designs are favored over cultural designs. Practical implications – The findings presented suggest that affect toward unknown organic logos is at the same level as affect toward well-known abstract logos. This is a relevant finding from a managerial point of view, as familiarity, an essential cognitive response toward the brand that has a cost for the firm, can be replaced cost-free with unknown organic logos. Originality/value – This paper is a first exploration of responses to different types of natural logo design. The results should guide managers in selecting or modifying logo designs for achieving a positive affective response.