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Posts Tagged ‘branding’

Symbolic Meaning Integration in Design and its Influence on Product and Brand Evaluation — A Review

In Applied Design on October 5, 2009 at 5:52 pm

The authors of this article were studying the importance of symbolism in design and marketing toward product and brand evaluations. The article presented previous study findings that illustrate how congruent use of different design elements across multiple visual communication media, such as product packaging, advertisements and websites, can positively influence consumers’ perception of a new product and brand. In contrast, the use of different design elements, such as shapes and typefaces, communicating incongruent messages, may result in ambiguity and, therefore, negatively affect the product and brand evaluations.

Also presented in this article is another study that found consumers’ tolerance for ambiguity is affected by their daily lives and can vary depending on the events. With this knowledge, the authors predicted that incongruencies in product designs should only negatively affect the product and brand evaluations for consumers in high need of structures, the ones who value predictability.

In the study that the authors conducted in a Dutch supermarket, 109 participants were told that they were conducting a study exploring consumer impressions of a new brand of soft drinks. The participants were presented a questionnaire which helped in determining whether they are in high need of structure or not. The authors presented the products in bottles of two different shapes, one connoted natural and the other artificial. These products were paired with slogan that provoked similar meaning as the bottles, and then separately paired with slogan that conveyed a conflicting meaning. Read the rest of this entry »