Consumers may perceive companies that use incomplete typeface logos — such as the horizontal baby blue stripes that form the letters IBM — as innovative. However, these firms run the risk of being viewed as untrustworthy, according to a report forthcoming in the July issue of the Journal of Marketing.
Henrik Hagtvedt, a marketing professor in Boston College's Carroll School of Management, surveyed nearly 500 participants who viewed a series of logos with parts of the characters of the company name intentionally missing or blanked out. While the intent is to create interest in a brand, Hagtvedt found that these stylized logos can have a double-edged effect on consumer perceptions.
"Incompleteness is a device that is often used in paintings and drawings," explained Hagtvedt, whose background is in fine arts. "It sparks the viewers' interest. When applied to a logo, the resulting perceptual ambiguity is interesting and causes the firm to be perceived as innovative."
On the other hand, "Incompleteness may be interpreted as unclear communication, which can lead to the perception that the firm is untrustworthy," Hagtvedt said.
Further, incomplete typeface logos have an unfavorable influence on the overall attitude toward the firm among consumers who are focused on preventing bad outcomes rather than on achieving good ones. Therefore, although such stylized logos might be a good idea for an entertainment firm, they might be a bad idea for an insurance company.
According to Hagtvedt, the findings suggest that firms should avoid incomplete typeface logos if perceptions of trustworthiness are critical, or if their customers are likely to have a prevention focus. However, such logos may be successfully employed with promotion-focused consumers, and they may be used as a tool to position a firm as innovative.
Hagtvedt, who had an international career as a visual artist before becoming a marketing scholar, believes "Aesthetic devices like incompleteness are tied to universal principles of human perception, and as such they are applicable to both art and marketing. However, while this device has been successfully used by artists for millennia, corporations attempting the same should be aware of both the risks and the rewards."
Ed Hayward | EurekAlert!
Corporate coworking as a driver of innovation
22.11.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO
Mathematical confirmation: Rewiring financial networks reduces systemic risk
22.06.2017 | International Institute for Applied Systems Analysis (IIASA)
Heat from the friction of rocks caused by tidal forces could be the “engine” for the hydrothermal activity on Saturn's moon Enceladus. This presupposes that...
The WHO reports an estimated 429,000 malaria deaths each year. The disease mostly affects tropical and subtropical regions and in particular the African continent. The Fraunhofer Institute for Silicate Research ISC teamed up with the Fraunhofer Institute for Molecular Biology and Applied Ecology IME and the Institute of Tropical Medicine at the University of Tübingen for a new test method to detect malaria parasites in blood. The idea of the research project “NanoFRET” is to develop a highly sensitive and reliable rapid diagnostic test so that patient treatment can begin as early as possible.
Malaria is caused by parasites transmitted by mosquito bite. The most dangerous form of malaria is malaria tropica. Left untreated, it is fatal in most cases....
The formation of stars in distant galaxies is still largely unexplored. For the first time, astron-omers at the University of Geneva have now been able to closely observe a star system six billion light-years away. In doing so, they are confirming earlier simulations made by the University of Zurich. One special effect is made possible by the multiple reflections of images that run through the cosmos like a snake.
Today, astronomers have a pretty accurate idea of how stars were formed in the recent cosmic past. But do these laws also apply to older galaxies? For around a...
Just because someone is smart and well-motivated doesn't mean he or she can learn the visual skills needed to excel at tasks like matching fingerprints, interpreting medical X-rays, keeping track of aircraft on radar displays or forensic face matching.
That is the implication of a new study which shows for the first time that there is a broad range of differences in people's visual ability and that these...
Computer Tomography (CT) is a standard procedure in hospitals, but so far, the technology has not been suitable for imaging extremely small objects. In PNAS, a team from the Technical University of Munich (TUM) describes a Nano-CT device that creates three-dimensional x-ray images at resolutions up to 100 nanometers. The first test application: Together with colleagues from the University of Kassel and Helmholtz-Zentrum Geesthacht the researchers analyzed the locomotory system of a velvet worm.
During a CT analysis, the object under investigation is x-rayed and a detector measures the respective amount of radiation absorbed from various angles....
15.11.2017 | Event News
15.11.2017 | Event News
30.10.2017 | Event News
23.11.2017 | Information Technology
23.11.2017 | Physics and Astronomy
23.11.2017 | Life Sciences