How to Shape Markets Through Design Elements Such as Logos?

Research output: Contribution to conferencePaperResearchpeer-review


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 languageEnglish
Publication date2015
Number of pages14
Publication statusPublished - 2015
Event11th European Academy of Design Conference: The Value of Design Research - Paris Descartes University, Paris, France
Duration: 22 Apr 201524 Apr 2015
Conference number: 11


Conference11th European Academy of Design Conference
LocationParis Descartes University
Internet address

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