The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness

Chiu, Tseng-Ping; Yang, Derrick Jessey; Ma, Min-Yuan

doi:10.3390/su151713115

Cited by 3 publications

(2 citation statements)

References 103 publications

(118 reference statements)

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“…This suggests an unexpected insight as more brands pursue complex forms like 3D and dynamic logos. Chiu et al (2023), through eye-tracking and experimental studies, explored the impact of logos on attention and attractiveness. They discovered that concise logo attract more attention and have a positive impact.…”

Section: Logo and Consumer Attention Brand Awarenessbrand Memorymentioning

confidence: 99%

“…Additionally, nature-inspired designs attract more attention (Chiu et al, 2023;Torres et al, 2019). While previous research established that logos influence consumer cognition, recent studies have discovered that the association between logos and brand characteristics affects cognitive intensity Lencastre et al (2023), meaning the stronger the association, the higher the cognitive intensity.…”

Section: Conclusion and Significancementioning

confidence: 99%

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Logo Impact on Consumer’s Perception, Attitude, Brand Image and Purchase Intention: A 5 Years Systematic Review

Liang,

Zainal Abidin,

Shaari

et al. 2024

IJARBSS

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The logo is the most crucial element in corporate visual identity design, and there is a growing of research and review literature on this subject. However, comprehensive literature reviews on the holistic impact of logos were not update until 2019, lacking the latest advanced knowledge. Therefore, this paper further refresh the research progress on logo in the last five years, providing a comprehensive understanding of the latest studies on how logo influence consumer perceptions, cognitions and behaviors. The paper collected 331 articles from the years 2019 to 2023 in the two databases, Web of Science and Scopus, selected 50 core articles for an in-depth thematic review and synthesis. The findings reveal that the impact of logo on consumers can be categorized into six major classes: brand awareness, brand perception, brand attitude, brand image, purchase intention, and customer loyalty, forming a systematic framework from cognition to behavior. Finally, the paper suggests that future research should supplement more effects generated by logo and explore the logical relationships between impacts, the sequence in which impacts occur, and comprehensive studies of their effects. Providing business managers and designers with more recommendations for logo design, triggering consumer purchase intention, and enhancing corporate performance.

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Section: Logo and Consumer Attention Brand Awarenessbrand Memorymentioning

confidence: 99%

Section: Conclusion and Significancementioning

confidence: 99%

Logo Impact on Consumer’s Perception, Attitude, Brand Image and Purchase Intention: A 5 Years Systematic Review

Liang,

Zainal Abidin,

Shaari

et al. 2024

IJARBSS

View full text Add to dashboard Cite

show abstract

Enhancing social enterprise coffee marketability through sensory packaging: consumer impressions, willingness to buy, and gender differences

Mabalay

2024

APJML

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PurposeThis study investigates how consumers perceive the packaging of Philippine coffee social enterprise products and how this impression affects their willingness to purchase based on sensory expectations, brand attitude, product quality perception, and price perception.Design/methodology/approachFollowing a positivist research philosophy, this study used empirical methods, surveying 263 coffee consumers. The coffee packaging prototypes varied across material and graphic designs. The data was analyzed statistically using the Friedman test and Spearman correlation.FindingsIt was found that packaging elements elicit an equal share of emotional responses. Graphics have a greater impact than materials. Females are more affected by visuals, while materials influence males more. Further, packaging design correlates positively and significantly with consumer impressions and willingness to buy.Research limitations/implicationsThe sampling methodology limits generalizability. Future studies can use integrated models to analyze the effects of additional packaging variables like color and shape.Practical implicationsCoffee enterprises should focus on graphic rather than material elements. Paper packs with patterned graphics are most attractive to consumers. Targeted gender-sensitive packaging designs are needed. Standardized packaging can help build the Philippine coffee social enterprise industry and support small-scale farmer livelihoods. Environmentally sustainable materials should be prioritized.Social implicationsThe findings contribute to the success and growth of small-scale farmers and social enterprises in the Philippines. These businesses can attract more consumers, increase their market share, and ultimately generate more significant social impact by implementing packaging design strategies that effectively communicate product quality, sustainability, and social value.Originality/valueThe study uniquely integrates diverse methods to provide holistic insights into jointly analyzing the effects of packaging materials and graphics. It proposes an expanded conceptual role of packaging in shaping product perceptions using the affective response framework and Kansei approach.

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Overview of the Use of Eye-Tracking Technology for Monitoring Consumer Views

Peša,

Valčić,

Smokrović

et al. 2024

Naše Gospodarstvo/Our Economy

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Eye-tracking technology has become increasingly popular in studying consumer behavior and decision-making as a part of the marketing research area. The paper highlights the importance of eye tracking in the study of consumer behavior including the use of eye tracking in virtual reality environments, the integration of eye tracking with other physiological measures, and the development of more sophisticated analytical techniques. By observing eye movements and fixations researchers can gain insight into the visual and cognitive processes underlying consumer choices. For this reason, a literature review of relevant studies provides a detailed synthesis of the development of eye-tracking experiments. This paper contributes to the latest findings on consumer behavior in the field of eye-tracking technology.

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The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness

Cited by 3 publications

References 103 publications

Logo Impact on Consumer’s Perception, Attitude, Brand Image and Purchase Intention: A 5 Years Systematic Review

Logo Impact on Consumer’s Perception, Attitude, Brand Image and Purchase Intention: A 5 Years Systematic Review

Enhancing social enterprise coffee marketability through sensory packaging: consumer impressions, willingness to buy, and gender differences

Overview of the Use of Eye-Tracking Technology for Monitoring Consumer Views

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