Zhijuan Zhu, Huai Cao and Bin Li
The purpose of this paper is to explore how logo design characteristics influence consumer response based on visual representation. Logos in different areas may have different…
Abstract
Purpose
The purpose of this paper is to explore how logo design characteristics influence consumer response based on visual representation. Logos in different areas may have different characteristics that impact liking a logo. The logos of youth education brands were explored in this study.
Design/methodology/approach
The Kansei engineering (KE) method was employed in this research. In total, 115 logos of youth education brands were collected and classified into three categories: abstract, natural and text mark. Then 12 of these logos were selected as representative samples. A set of 171 Kansei pairwise image words was collected, and 14 of them were chosen for further investigation. The psychological projection experiment was conducted based on a five-point Likert-scale questionnaire with 120 participants. Three statistical methods including cluster analysis, factor analysis and correlation analysis were combined for the data analysis.
Findings
The results show that four factors affect liking a logo including a sense of contemporaneity, a sense of esthetics, a feeling of interest and a sense of style. Accordingly, the weights of these four factors are proposed. The positive correlation between logo characteristics and liking a logo was also verified. In addition, the classification results of this study confirm the wide use of natural and English text mark logos in youth education brands.
Originality/value
The results could guide designers and managers in selecting or modifying logo design for achieving a positive effective response. This is the first research on logo design characteristics linked with industry domains. This study also contributes to the KE approach to investigate the relative impact of logo characteristics on liking a logo.
Details
Keywords
Yilu Gong, Tantan Shao, Xiuming Wang, Xin Zhang, Zhijuan Sun and Lijun Chen
Fluorine and silicon materials have received the keen attention of many researchers because of their water repellency and low surface free energy. The purpose this study was to…
Abstract
Purpose
Fluorine and silicon materials have received the keen attention of many researchers because of their water repellency and low surface free energy. The purpose this study was to prepare vinyl acetate (VAc)-vinyl ester of neodecanoic acid (VeoVa 10) copolymer latex modified with fluorine and silicone monomer, which is emulsified with the novel surfactants of disodium laureth sulfosuccinate (MES) and octylphenol polyoxyethylene ether (OP-10).
Design/methodology/approach
A series of modified latices containing fluorine-silicon have been prepared by semi-continuous seeded emulsion polymerisation of mixed monomers of VAc, VeoVa10, hexafluorobutylmethacrylate (HFMA) and vinyltriethoxysilane (VTES) and emulsified by novel surfactants of MES and OP-10.
Findings
The optimum conditions for preparing the modified latex is as follows: the amount of the surfactant was 4.0 Wt.% and the mass ratio of the anionic and nonionic surfactant was 3:1; the dosage of initiator was 0.4 Wt.% and the mass ratio of the main monomer was 3:1; and the amounts of VTES and HFMA were 2.0 and 6.0 Wt.%, respectively. In comparison with the conventional latex, the hydrophobicity of latex film was improved further.
Originality/value
The modified p (VAC-VeoVa) latex is prepared via semi-continuous seeded emulsion polymerisation, which is emulsified with the novel mixed surfactants of MES and OP-10. There are two main innovations. One is that the novel p (VAC-VeoVa) latex containing fluorine-silicon is prepared successfully. The other is that the emulsifier is composed of the novel mixed surfactants of MES and OP-10.