Perception analysis-Consumer Research

ABHISHEK RAWAL

Objectives

• Explain what makes a great logo

• Discuss four major factors that define a memorable logo

• Discuss how color makes logos successful

• Discuss the affects color on logo

Businesses Use Logos to Market Products:

• Logo increases brand recognition by up to 80%

• Logos are used to ‘brand’ products, companies and organizations

• Logos are used to indicate quality of the merchandise

• Logos can influence consumers’ purchase decisions

Businesses Use Logos To Market Products:

• Logos affects how consumers see things

• Logos affects consumer emotions

• Logos affects buying decisions

• Logos is used in ads because of its superior attention getting properties

• Logos can capture and hold attention

What makes a classic logo?

• The process of creating a good logo is involved. It requires an eye for composition and creativity, and patience. Good logos generally have 4 important characteristics.

• Simple

• Bold

• Classy

• Memorable

What makes a classic logo?

• Simple – The best logos are usually simple.Intricate detail and multiple colors areusually not a part of successful logo design.

What makes a classic logo?

• Bold – Like bolded text in a book, a bold logo grabs the viewer’s eye. Logos must have an impact on the viewer. Customers equate your business to the logo. It is a representation of the business.

What makes a classic logo?

• Classy – Great logos are elegant and classy in design. Elegant logo design is achieved with the right combination of colors and graphic elements.

What makes a classic logo?

• Memorable – Good logos have a clean, clear designthat is easily remembered, one the viewer can stillsee with their eyes closed. Like the tune of a catchyadvertising jingle, it should be hard to forget.

Distinctiveness

Adaptability & Simplicity

Visibility and Exposure

Logo interpretation

• visual processing,

• Visual perception

• cognition

Visual processing

• Where: shape recognition, text recognition, spatial organization, luminosity.

• What: colour, emotion, texture.

• Logos target the quicker, more precise where system.

Text and Word marks

Visual Perception

• How the viewer perceives the imagery, the perceptual organization done by the viewer.

• How the arrangement of elements is perceived as a whole.

• Perception is based on our desire to separate the figure from the ground.

• Harmony between light and dark,figure and ground, positive and negative space (Notan).

• Ambiguity between figure and ground. Brain has to guess at figure, or remain unresolved.

Cognition

• We can associate a logo with previousknowledge, we can feel emotion for a logo, wecan be overly-familiar with a logo, we canunderstand meaning through the juxtapositionof meanings. • Recall that a logo communicates a messagethrough a meaningful arrangement of elements.• In the case of parody logos, the new, andstronger, message is created by opposing it tothe original message. • The clever placement of two horizontal linesmakes a cultural and political statement.

Emotion

The Importance of Colours in Branding

• http://www.playbuzz.com/benjaminbirely10/what-color-is-your-personality

• Colour is too dependent on personal experiences to be universally translated to specific feelings.

• Brands and colour hinges on the perceived appropriateness of the colour being used for theparticular brand (in other words, does the colour "fit" what is being sold).

• Colours influence how consumers view the "personality" of the brand in question (after all, whowould want to buy a Harley Davidson motorcycle if they didn’t get the feeling that Harleys wererugged and cool?.

• It has even been suggested that it is of paramount importance for new brands to specifically targetlogo colours that ensure differentiation from entrenched competitors (if the competition all usesblue, you'll stand out by using purple).

• When it comes to picking the “right” colour, research has found that predicting consumer reaction to colorappropriateness in relation to the product is far more important than the individual color itself. So, if Harleyowners buy the product in order to feel rugged, you could assume that the pink + glitter edition wouldn't sellall that well.

• High fashion clothing feels sophisticated, camping gear feels rugged.)

• Certain colours do broadly align with specific traits (e.g., brown with ruggedness,purple with sophistication, and red with excitement).

• The most notable points in these images is the supremacy of blue across both genders and thedisparity between groups on purple.

• The psychological principle known as the Isolation Effect states that an item that "stands out like asore thumb" is more likely to be remembered.

• The studies Aesthetic Response to Color Combinations and Consumer Preferences for ColorCombinationsalso find that while a large majority of consumers prefer color patterns with similarhues, they prefer palettes with a highly contrasting accent colour.

• Another way to think of this is to utilize background, base and accent colors to create a hierarchy (as Josh fromStudioPress showcases below) on your site that “coaches” customers on which color means take action:

• Although you may start to feel like an interior decorator after reading this section, this stuff is actually incredibly importantin helping you understand the why behind conversion jumps and slumps. As a bonus, it will help keep you from drinking theconversion rate optimization Kool-Aid that misleads so many people.

• Consider, for instance, this often-cited example of a boost in conversions due to a change in button colour:

The BMW logo is certainly one of the key elements behind the success of the company.The logo has been slightly modified over the years, however, it still continues toprovide the company with a powerful corporate representation.

Round-1 : KNOW YOUR LOGO??

5 POINT 10 POINTNIKE PUMAAMAZON BASKIN ROBBINSMAC-D ANDROIDDELL ADIDASSONY VAIO CISCOAPPLE BJPBMW VODAFONBEATSFEDEX

Round-2 :

• Know Hidden Meaning of LOGO??

• Video

COST

Stand out from competitors

Complement and support a long term business

Increase brand recognition

Face to face interaction with customers

Passive advertising

Brand identity

COST

Stand out from competitors

Complement and support a long term business

Increase brand recognition

Face to face interaction with customers

Passive advertising

Brand identity