主动留白:标识设计对消费者感知和态度的影响

Active White Space:Research on the Influence of Logo Design on Consumers'Perception and Attitude

以往研究品牌标识更多关注有形元素,却忽视了对缺失元素(如主动留白)的研究,而缺失元素对于品牌标识设计也同样具有重要价值。本文着眼于主动留白,通过五个实验研究品牌标识主动留白对于消费者感知和态度的影响。研究发现,品牌标识主动留白存在会让消费者感知到品牌更有活力,品牌标识主动留白缺失会让消费者感知到品牌更加稳定;消费者对标识独特性感知在主动留白影响品牌感知的过程中起中介作用。此外,这种品牌感知会影响消费者品牌态度,但这一过程会受到品牌诉求的调节作用。具体来讲,当品牌诉求为自由时,品牌标识主动留白存在所激发的品牌活力感知,将更大程度上影响消费者品牌态度;当品牌诉求为安全时,品牌标识主动留白缺失所激发的品牌稳定感知,将更大程度上影响消费者品牌态度。本研究拓展了品牌标识的研究领域,旨在为企业的品牌设计、管理以及品牌战略的制定等提供一定的启发和借鉴。

The existing researches on brand logo usually pay more attention to the tangible elements,but ignore the missing elements(e.g.,active white space),which are also important for brand logo design.To fill this gap,this paper focuses on the element of active white space and studies the influence of active white space(presence vs.absence)on consumers'perception and attitude through five studies.The results show that the presence of active white space can make consumers perceive the brand as more dynamic,and the absence of active white space can make consumers perceive the brand as more stable;consumers'unique perception of the logo plays a mediating role in the process of the influence of active white space on brand perception.Besides,this brand perception will affect consumers'brand attitude,but it will be moderated by brand appeal.Specifically,when the appeal of the brand is freedom,the perception of brand dynamic aroused by the presence of the brand logo active white space will have a greater impact on consumers'brand attitude.When the appeal of the brand is safety,the perception of brand stability aroused by the absence of the brand logo active whites space will have a greater impact on consumers'brand attitude.The purpose of this paper is to provide some inspiration for the research and development of brand management.