The impact of naturalness on affective response to logo design: A cross-national study

Abstract

Literature concerned with logo strategy suggests that the aesthetic appeal of brand logos significantly influences consumer responses. Yet, despite the fact that companies invest significant amounts of time and money promoting, updating and changing their logos, empirical studies of logo design issues are rare. In particular, there is little systematic research on the effect of logo design across different cultures. The main purpose of this research is to address the communalities and asymmetries between consumer responses to logo design across cultures. In particular, we focus on the influences of different types of natural designs on consumers’ affective responses in three different countries, Portugal, Spain and The Netherlands. Findings should provide relevant contributions for multinational companies since logos are critical brand identity sings and they tend to be used in an unaltered form in new markets.