Giorgio P. De Marchis, José M. Reales-Avilés, María del Prado Rivero
Abstract:PurposeThis research aims to provide data and insights about the perception of commercial logos and to offer practical benchmark data useful to business organizations.
Design/methodology/approachThe first study uses a pencil-and-paper survey to gather perceptual data about familiarity, subjective and objective visual complexity, aesthetic attraction, emotionality, number of colors and symbolic-social-status function of 142 brand logos. The second study uses a response time methodology to measure variables rela…
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