How do consumers perceive a an logotype emblem in the advertisements an eye tracking study

Yener G., Bulut D.

International Journal of Strategic Innovative Marketing, vol.1, pp.198-209, 2014 (Peer-Reviewed Journal)

Abstract

Logotype and emblems are the signatures of the brands which often lead
consumers to recognize the brands before even getting exposed to any marketing
communication messages. The logotype/emblem’s design used on marketing
communication materials are usually decided by graphic designers and brand managers,
depending on mostly instinct not to the scientific evidences. This study aims to understand
not the self-reported but evidential level of perception of the 24 participants who had seen
series of TV commercials that the logotypes of the advertising brands are located at the
pack shot. The emblems are located on left, on top and right hand side of the logotypes. The
study had different logotype/emblem combinations from automobile, appeal,
telecommunication and banking sectors. The eye tracking results show that, some positions
for emblems are hard to see for the consumers, while the others do have a better position.