Abstract
In this paper, we use logo design as means of showing how variation it the consumer’s perceptions can influence the effectiveness of a market. It is often assumed that consumers perceive the same message when they explore options in a market. If they actually see different things in a logo, like understanding the intended mission statement, the market is not working 100%. We refer to this as idiosyncratic variation which simply means that people see different things. This paper is an attempt to analyse different designs of logos to see how one can improve the common understanding of a logo and thereby the effectiveness of communication through the market.
| Original language | English |
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| Publication date | 2015 |
| Number of pages | 14 |
| Publication status | Published - 2015 |
| Event | 11th European Academy of Design Conference: The Value of Design Research - Paris Descartes University, Paris, France Duration: 22 Apr 2015 → 24 Apr 2015 Conference number: 11 http://thevalueofdesignresearch.com/ |
Conference
| Conference | 11th European Academy of Design Conference |
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| Number | 11 |
| Location | Paris Descartes University |
| Country/Territory | France |
| City | Paris |
| Period | 22/04/2015 → 24/04/2015 |
| Internet address |