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Brand New: How Visual Context Shapes Initial Response to Logos and Corporate Visual Identity Systems.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Brand New: How Visual Context Shapes Initial Response to Logos and Corporate Visual Identity Systems./
作者:	Wertz, Robert A.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	85 p.
附註:	Source: Masters Abstracts International, Volume: 83-03.
Contained By:	Masters Abstracts International83-03.
標題:	Mass communications. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28323785
ISBN:	9798538154517

Brand New: How Visual Context Shapes Initial Response to Logos and Corporate Visual Identity Systems.
Wertz, Robert A.

Brand New: How Visual Context Shapes Initial Response to Logos and Corporate Visual Identity Systems. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 85 p.

Source: Masters Abstracts International, Volume: 83-03.

Thesis (M.A.)--University of South Carolina, 2021.

This item must not be sold to any third party vendors.

When a new logo is released, it does not have an established meaning in the mind of the viewer. As logos have become more highly scrutinized by consumers and critics, it has become more important to understand consumers' initial response to logos. While other studies have researched the impact of aesthetic choices on viewer reaction to logos, few researchers have attempted to understand the effect of the surrounding visual identity system when a new logo is introduced. This study combines a content analysis of the logo review website Brand New with the voting data from their polls to understand how visual context correlates with a viewer's initial response. The study also takes into account the different types of context that can be presented - from logo variations and environmental examples to videos and animation - and their varied effects. Results show that most types of visual context correlate to improved viewer response.

ISBN: 9798538154517Subjects--Topical Terms:

3422380
Mass communications.
Subjects--Index Terms:

Branding

Brand New: How Visual Context Shapes Initial Response to Logos and Corporate Visual Identity Systems.
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520 $a When a new logo is released, it does not have an established meaning in the mind of the viewer. As logos have become more highly scrutinized by consumers and critics, it has become more important to understand consumers' initial response to logos. While other studies have researched the impact of aesthetic choices on viewer reaction to logos, few researchers have attempted to understand the effect of the surrounding visual identity system when a new logo is introduced. This study combines a content analysis of the logo review website Brand New with the voting data from their polls to understand how visual context correlates with a viewer's initial response. The study also takes into account the different types of context that can be presented - from logo variations and environmental examples to videos and animation - and their varied effects. Results show that most types of visual context correlate to improved viewer response.
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