有效的标志设计外文文献资料.docx

有效的标志设计外文文献资料.docx

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有效的标志设计外文文献资料

SonamOswal,RoohshadMistryandBhagyeshDeshmukh

AbstractToday’sworldisbecomingincreasinglyvisuallyorientedandlogos

havebecomeaprimeassetofcompanies.Logosareabsolutelyessentialin

brandingandbrandbuildingandaimstofacilitatecross-languagemarketing.The

aimofthispaperistotranslateandexpandtheconceptoflogoeffectivenessinthe

fieldofvisuallogodesignsbyidentifyingandunderstandingvariousfactorsthat

influenceconsumerperceptionoflogos.Thecurrentresearchinvestigates

numerousfactorswhichinfluencetheeffectivenessoflogodesignincluding

humanperceptionfactor.Thestudyrevealsthateffectivelogodesignadheresto

sevenelementalstandardsthatalldesignersshouldbeawareof.Theseprinciples

mayserveaskeyelementsforjudgingwhetherthedesignandstylesystematically

deliversthemessagetoitspotentialaudience.Degreeoflogoeffectivenessis

functionofsimplicity,versatility,memorability,relevance,timelessness,quality

andappropriatenesswhereasthepsychologicalfactoractsasmultiplierofanyone

ormoreoftheabovefactors.Logodesignisanexplicitfunctionofshapefactor（S）

Colorfactor（C）andFontfactor（F）andHumanPerceptionFactor（P）.The

researchincludescasestudiesfromdifferentindustrialbackgroundsincluding

automobile,sports,foodproductsandbeverages.Theresearchclassifiesand

studiesdifferenttypesoflogossuchasonesbasedonshapes,words,lettersand

Graphics.TheworkalsoaddressedtheissueofGoodandbadlogos.Thestudy

developedasetofguidelinesfortheeffectivelogodesign.

S.Oswal（&）ÁR.MistryÁB.Deshmukh

MechanicalEngineeringDepartment,WalchandInstituteofTechnology,Solapur,

Maharashtra,India

e-mail:

sonamoswal2907@

R.Mistry

e-mail:

roohshadmistry@

B.Deshmukh

e-mail:

dbhagyesh@

A.ChakrabartiandR.V.Prakash（eds.）,ICoRD’13,LectureNotesinMechanical

Engineering,DOI:

10.1007/978-81-322-1050-4_22,ÓSpringerIndia2013

271

文献出处

OswalS,MistryR,DeshmukhB.EffectiveLogoDesign[J]SpringerIndia,2013:

271-281.

EffectiveLogoDesign

272

S.Oswaletal.

KeywordsLogoeffectivenessÁLogodesignfactorsÁGoodlogosÁBadlogos

Á

Guidelinesforeffectivelogodesign

1Introduction:

NeedforEffectiveLogoDesign

Alogoconveystheentireessenceoftheowneroroftheproductrepresentedanda

goodgraphicalrealization.Effectivelogossuccessfullycommunicateabrand’s

styleandpersonality.Alogoisadistinctandrecognizableidentityofan

organization.

Alogoidentifiesacompanyorproductviatheuseofamark,flag,symbolor

signature.Logoisbasicallyastatementofbusinesstoallovertheworld.Logos

givethefirstimpressionofaproductoracompanyandhenceplayaverybigrole

inthepresentationofacompanyoranorganization.Agoodlogocannotonly

influenceacustomer’sdecisiontobuyaparticularproductbutalsoattracttheright

kindofcustomers.Goodlogoexpressestheorganizationsvision,itsvaluesand

outlook.

Logoshelpinmakingacompanymoredistinguishableandmemorablebecause

targetaudienceeasilygetsconnectedwiththeorganizationthroughthem.Itcre-

atesanimpactinconsumersmindandrepresentsthecompany’spersonalityin

mostfavorablemanner.Logosareveryeffectiveincommunicatingabrand’s

messagetoconsumers.

2ObjectiveofStudy

1.Discussfactorsaffectinglogoeffectiveness.

2.Tounderstandtherelationofshape,color,andfontsonlogoeffectiveness.

3.Toprovidedesignerwithaguidelinestoselecttheoptimumfeaturesincluding

color,fontandshapeforlogodesign.

3LiteratureReview

ChakrabartiandKumari[1]studiedtheeffectofstructuresharingonlogodesign

andtoenhancetheeffectivenessofit.Thedegreeofstructuresharingandresource

effectivenessonlogodesignwasdone.Kohlietal.[2]providedtheirthoughtson

thetwofacetsoflogodesign:

contentandstylewherecontentreferredtothe

elementscontainedinthelogo,includingtextandgraphicrepresentationandstyle

referredtohowtheseelementsarepresentedinagraphicalsense.Hemetal.[3]

foundthatlogorepresentativenessanddesignwereimportantdeterminantsoflogo

success.Bottomleyetal.[4]investigatedcolorappropriatenessandshowedthe

EffectiveLogoDesign

273

effectsofcolorsandproductsonperceptionsofbrandlogoappropriateness.Doyle

etal.[5]studiedtheeffectoffontappropriatenessonbrandchoice.Itwasfound

thatbrandpresentedinappropriatefontswaschosenmoreoftenthanbrands

presentedininappropriatefonts.Saleh[6]hasinvestigatedtherelationship

betweenconsumer’sperceptionsofalogotheorganizationitrepresentsandthe

organization’sperformance.Therelationshipbetweentheperceivedimageofthe

logoandorganizationperceptionswasfoundtobepositivelysignificant.Fang

etal.[7]studiedtheeffectofalogodesignonattitudetowardthefirmandthe

perceptionofthefirms’modernness.Theyfoundthattherespondentshadabetter

attitudetowardthefirmforaroundlogoversusanangularlogo.Intermsofalogo

change,Kohlietal.[2]providedsomeguidelinesandstatedthatifalogois

changed,thechangeshouldbemadeincontent.However,thechangestothelogo

shouldb