Detail Logo graphic design preferences Bibliografi Author: Stimson, Judith A. ; Berkey, Cal (Advisor); Pesakovic, Gordana (Advisor) Topik: BUSINESS ADMINISTRATION; MARKETING|MASS COMMUNICATIONS|DESIGN AND DECORATIVE ARTS Bahasa: (EN )    ISBN: 0-599-81879-4     Penerbit: UNIVERSITY OF SARASOTA     Tahun Terbit: 2000     Jenis: Theses - Dissertation Fulltext: 9976172.pdf (0.0B; 6 download) Abstract A strong visual identity can help build brand equity. Surprisingly then, there has been little empirical research into visual identities or logos preferred by consumers. And, there has been essentially no research on basic graphic designs that can directionally serve as building blocks for developing logos. As a result, many logos do not enhance brand and corporate images. The purpose of this study was to determine geometric design preferences that can then be used in developing logos. As such it is a unique contribution to the body of knowledge regarding logos. Two research questions were pursued. The first question dealt with determining what preference there was for 10 different geometric designs, and if there was a relationship between reactions on 9 scales and those preferences. The second research question dealt with determining if there were differences between females and males relative to those same preferences. The research methodology included developing and administering a questionnaire to 200 subjects via a mall intercept. The questionnaire was based on the Reaction Profile developed by Wells (1964b), and additional studies by Wells (1964a), and Zinkhan and Fornell (1985). The mall intercept was conducted over a period of approximately one month covering all days of the week and times of day the mall was open. The sample consisted of 120 (60%) females and 80 (40%) males. The “typical” respondent was aged 21–30 and Caucasian (not Hispanic), with an income of less than $50,000. The one dependent variable was preference for geometric design. The two independent variables (one for each hypothesis) were reaction and gender. In terms of the two research questions, the null hypotheses were shown to be true in some cases and not true in other cases. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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