• Archives of design research
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• v.18 no.2 s.60
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• pp.173-188
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• 2005

Design has become a buzzword in the marketing community these days and has been considered as an important success factor for business. Unfortunately, however, little research to date has been conducted on consumer responses to brand logo designs, which visualize brand identities. This article reports the findings from an experimental study which examined consumer evaluations of logo designs through conjoint analysis. The study explored potential factors which would give rise to the differences of consumer preferences. The results indicate that in the case of cognitive brand concepts, search goods show high elaborateness and low symmetry, experience goods show high associativeness, and credence goods show low elaborateness and high symmetry in the logo design characteristics. Affective brand concepts reveal different results in the logo design characteristics: search goods indicate high elaborateness and low associativeness, experience goods show low naturalness, and credence goods show low elaborateness and high associativeness. Implications of the results are discussed from a theoretical and practical standpoint.

• Korean Journal of Environment and Ecology
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• v.20 no.3
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• pp.319-330
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• 2006

It is imperative that pictograms as pictorial information be empirically tested in order to establish whether the users do indeed associate the appropriate referent in an actual usage situation. The experiment employing the Multiple Index Approach was conducted in a class room with 64 subjects to evaluate tourism and recreation related pictograms. Performance data(hit rate, false alarm and missing value) of 25 pictograms were collected and the average hit rate as a prime index of pictogram associativeness was 65.82%. The matrix analysis showed 14 pictograms were high in subjective certainty and subjective suitability. The other 11, which were low in both criteria may require prior learning or improvement of the pictogram designs to represent their meanings more distinctively.