商标信息表达的优势介体:图形抑或文字

The Dominant Medium in Trademark Information Expressions: Graphs or Texts

目的探讨商标图案中文字和图形介体对商标信息表达的优势作用。方法采用再认实验范式,以自行设计的商标图案为实验材料,系统操纵商标图案图形和文字介体的变化,探讨人们辨别商标信息并做出再认判断时图形和文字介体的优势。结果 (1)在商标原型再认率较高(0.98)的条件下,商标图形更新比文字更新的再认正确率差,商标文字和图形同时更新时,正确率居中;(2)在再认速度上,商标图案图形的更新需要更长的再认时间,而文字的更新则使再认时间缩短。结论文字信息在商标图案更新变化后的再认中表现更稳定,商标图形的改变对消费者具有更大的欺骗性,广告时,更应侧重商标图形的解读,降低消费者的误判。

Objective Discuss the information expression advantages of text and graphics on trademark logo.Methods：Based on the recognition experimental paradigm,the paper discusses the advantages of the graphs and texts when people distinguish and recognize a trademark by manipulating the graphs and texts media of a logo systematically.Results （1） Under higher recognition rate of trademark prototype （0.98）,the recognition accuracy of graphs updating is less than that of texts,however,the recognition accuracy of graphs and texts is almost the same when they are updating at the same time.（2） In the aspect of recognition speed,the update of graphs need more time than that of texts.Conclusions texts information shows a higher reliability in the trademark updating,on the contrary,the graph updating is deceptive to consumers to a certain degree.When making advertisements,the advertisers should lay more effects in trademark graph understanding in order not to misunderstand consumers.