Flatness promotes modernity: logo flatness and consumers' perception of brand image

• Published in: Asia Pacific journal of marketing and logistics Vol. 36; no. 2; pp. 315 - 333
• Main Authors: Peng, Luluo, Wei, Yuting, Zhang, Xiaodan, Wang, Danping
• Format: Journal Article
• Language: English
• Published: Patrington Emerald Publishing Limited 06.02.2024; Emerald Group Publishing Limited
• Subjects: Aesthetics; Brand image; Consumers; Logos; Metaphor; Modern art; Modernity; Perceptions; Research methodology; Flat design; Brand image; Perceived congruence; Brand attitude; Brand logo; Flatness
• ISSN: 1355-5855; 1758-4248
• DOI: 10.1108/APJML-02-2023-0111

PurposeThe brand logo, as a fundamental element of marketing communications, serves as a crucial visual representation of a brand. In the current era of mobile Internet, logo flatness has become a new trend in practice. However, there remains a scarcity of research that explores the effects of logo flatness on consumer perceptions and brand attitudes.Design/methodology/approachAcross four studies, using both observational analyses of real brands and experimental manipulations of fictitious brands, the authors examined the impact of logo flatness on consumer perceptions and brand attitudes.FindingsResults show that logo flatness promotes the perception of modernity due to the simplicity it presents. Consumers will evaluate the brand more positively when their perception of the logo association is congruent with the brand image. Notably, traditional brands using skeuomorphic logos and modern brands employing flat logos can effectively enhance consumers' brand attitudes.Practical implicationsThe findings of this study have significant implications for businesses seeking to enhance consumers' brand attitude and foster brand renewal through the strategic selection and design of logos that align with their brand image.Originality/valueThis study provides a theoretical and empirical test of the influence of logo flatness on consumers' perception of brand image, thereby enriching the existing research on brand management.