Facing a trend of brand logo simplicity: The impact of brand logo design on consumption

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

Research has shown that the experience of fluency influences buying intentions of food products, but no study has examined how brand logos transferring a feeling of fluency might impact actual food intake. In two experiments, we assess how exposure to simple versus complex brand logos impacts food consumption. Study 1 shows that individuals consume more from a product which features a simple, flat logo compared to a product that features a complex, non-flat logo. Study 2 depicts the nature of the product as an important moderator in this effect: while for non-prestigious products simple brand logos increase consumption, the opposite occurs for prestigious food products. Overall, while the tenet of the findings is consistent with earlier work on fluency effects within the food domain, this research provides evidence that brand logo design has the potential to impact actual food intake.

Original languageEnglish
Article number71
Pages (from-to)129-135
Number of pages7
JournalFood Quality and Preference
Volume71
DOIs
Publication statusPublished - Jan 2019

Keywords

  • brand logo
  • simple design
  • consumption
  • processing fluency
  • prestige
  • food intake
  • Consumption
  • MERE EXPOSURE
  • Brand logo
  • Prestige
  • Simple design
  • PERCEPTUAL FLUENCY
  • Processing fluency
  • PROCESSING FLUENCY
  • Food intake
  • CLAIMS
  • FAMILIARITY
  • COMPLEXITY
  • ACCEPTANCE
  • FOOD-CONSUMPTION
  • PRODUCT EVALUATION
  • JUDGMENTS

Cite this

@article{2e496af9ae7b4d63b83ce398db9c712c,
title = "Facing a trend of brand logo simplicity: The impact of brand logo design on consumption",
abstract = "Research has shown that the experience of fluency influences buying intentions of food products, but no study has examined how brand logos transferring a feeling of fluency might impact actual food intake. In two experiments, we assess how exposure to simple versus complex brand logos impacts food consumption. Study 1 shows that individuals consume more from a product which features a simple, flat logo compared to a product that features a complex, non-flat logo. Study 2 depicts the nature of the product as an important moderator in this effect: while for non-prestigious products simple brand logos increase consumption, the opposite occurs for prestigious food products. Overall, while the tenet of the findings is consistent with earlier work on fluency effects within the food domain, this research provides evidence that brand logo design has the potential to impact actual food intake.",
keywords = "brand logo, simple design, consumption, processing fluency, prestige, food intake, Consumption, MERE EXPOSURE, Brand logo, Prestige, Simple design, PERCEPTUAL FLUENCY, Processing fluency, PROCESSING FLUENCY, Food intake, CLAIMS, FAMILIARITY, COMPLEXITY, ACCEPTANCE, FOOD-CONSUMPTION, PRODUCT EVALUATION, JUDGMENTS",
author = "Vera Bossel and Kelly Geyskens and Caroline Goukens",
note = "data source: Experimental data",
year = "2019",
month = "1",
doi = "10.1016/j.foodqual.2018.06.009",
language = "English",
volume = "71",
pages = "129--135",
journal = "Food Quality and Preference",
issn = "0950-3293",
publisher = "ELSEVIER SCI LTD",

}

Facing a trend of brand logo simplicity: The impact of brand logo design on consumption. / Bossel, Vera; Geyskens, Kelly; Goukens, Caroline.

In: Food Quality and Preference, Vol. 71, 71, 01.2019, p. 129-135.

Research output: Contribution to journalArticleAcademicpeer-review

TY - JOUR

T1 - Facing a trend of brand logo simplicity: The impact of brand logo design on consumption

AU - Bossel, Vera

AU - Geyskens, Kelly

AU - Goukens, Caroline

N1 - data source: Experimental data

PY - 2019/1

Y1 - 2019/1

N2 - Research has shown that the experience of fluency influences buying intentions of food products, but no study has examined how brand logos transferring a feeling of fluency might impact actual food intake. In two experiments, we assess how exposure to simple versus complex brand logos impacts food consumption. Study 1 shows that individuals consume more from a product which features a simple, flat logo compared to a product that features a complex, non-flat logo. Study 2 depicts the nature of the product as an important moderator in this effect: while for non-prestigious products simple brand logos increase consumption, the opposite occurs for prestigious food products. Overall, while the tenet of the findings is consistent with earlier work on fluency effects within the food domain, this research provides evidence that brand logo design has the potential to impact actual food intake.

AB - Research has shown that the experience of fluency influences buying intentions of food products, but no study has examined how brand logos transferring a feeling of fluency might impact actual food intake. In two experiments, we assess how exposure to simple versus complex brand logos impacts food consumption. Study 1 shows that individuals consume more from a product which features a simple, flat logo compared to a product that features a complex, non-flat logo. Study 2 depicts the nature of the product as an important moderator in this effect: while for non-prestigious products simple brand logos increase consumption, the opposite occurs for prestigious food products. Overall, while the tenet of the findings is consistent with earlier work on fluency effects within the food domain, this research provides evidence that brand logo design has the potential to impact actual food intake.

KW - brand logo

KW - simple design

KW - consumption

KW - processing fluency

KW - prestige

KW - food intake

KW - Consumption

KW - MERE EXPOSURE

KW - Brand logo

KW - Prestige

KW - Simple design

KW - PERCEPTUAL FLUENCY

KW - Processing fluency

KW - PROCESSING FLUENCY

KW - Food intake

KW - CLAIMS

KW - FAMILIARITY

KW - COMPLEXITY

KW - ACCEPTANCE

KW - FOOD-CONSUMPTION

KW - PRODUCT EVALUATION

KW - JUDGMENTS

U2 - 10.1016/j.foodqual.2018.06.009

DO - 10.1016/j.foodqual.2018.06.009

M3 - Article

VL - 71

SP - 129

EP - 135

JO - Food Quality and Preference

JF - Food Quality and Preference

SN - 0950-3293

M1 - 71

ER -