Wordmark logo design and its effect on click intention through visual attractiveness considering perceived trust

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ID: 286304
2023
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Abstract
With the rapid growth of the e-commerce industry, companies should be able to establish good branding in order to attract more customers and differentiate themselves from competitors. One way of doing so is to capitalize on the brand logo. A typical logo consists of color, shape, and typeface design, however, with the resurgence of wordmark logos, only color and typeface designs are considered in the design of a wordmark logo (Song & Luximon, 2019). Moreover, with the recent trend that focuses on the shift to flat minimalistic logos, the emphasis on logo designing has also shifted to wordmark logo designs as they are found to have a greater impact in communicating the message of brands to consumers (Bossel, 2019). In this study, the four variables incorporated were wordmark logo elements typeface design, hue, chroma, and value. The objective of this study was to determine and analyze the effect of using different wordmark logo designs on the visual attractiveness of a logo which can in turn affect the customer’s click intention considering perceived trust. This was done by determining which typeface design and color had the most significant impact on click intention. In addition, the mediating role of perceived trust was also analyzed. A total of 331 respondents, who were divided into four groups, took part in this study. The main experiment was done through an online survey questionnaire which contained the stimuli and the different constructs of the variables in the study. A total of four survey questionnaires were created and were disseminated by batch to each respondent group. The respondents were then asked to rate the different constructs in a Likert scale of 1 to 5. A pilot study was first conducted to assess the reliability of the questionnaire. The respondents of the pilot study were also asked for their insights on the survey questionnaire and a graphic designer was interviewed to further validate the survey questionnaire. The reliability test of the pilot study showed that all the constructs of the latent variables are reliable having a cronbach’s alpha of greater than 0.9. Some modifications were made based on the comments. The data obtained from the actual experiment were then analyzed through structural equation modelling (SEM). Based on the results of the experiment, it was observed that the typeface designs such as Onyx, Playbill, Logan, Stencil Set, and Industria Inline are recommended as it had the greatest impact on
Reference Key
persistent_1760658177_68f18301d924a Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors To Chip, Trisha Lauren A.
Journal Malay Journal
Year 2023
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdb_induseng/20
Keywords Keywords not found

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