Study Of The Impact Of The Logo Typeface Dynamism On Consumers’ Product Choice

Although scholars have carried out in-depth research on brand logo,few explore the impact of brand logo typeface dynamism on consumers’ choice between hedonic and utilitarian products.This thesis focuses on this problem and examines the influence of brand logo typeface dynamism on consumers’ choice between hedonic and utilitarian products.The thesis attempts to research the mechanism and moderating factors of the influence of brand logo typeface dynamism on consumers’ choice between hedonic and utilitarian products.Based on dual processing theory,goal frame theory and spreading-activation theory,this thesis explores the influence of the brand logo typeface dynamism on consumers’ choice between hedonic and utilitarian products from the perspective of dynamism in art and design,through three studies and four experiments.Study One focuses on the main effect of brand logo typeface dynamism on consumers’ choice between hedonic and utilitarian products,and two experiments are carried out.Results show that the typeface dynamism influences consumer’s choice between hedonic product over utilitarian product.Namely,when brand logo typeface adopts high dynamic typeface,consumers prefer hedonic product over utilitarian product and when brand logo typeface adopts low dynamic typeface,consumers prefer utilitarian product over hedonic product.Study Two examines the mechanism of brand logo typeface dynamism on consumers’ choice between hedonic and utilitarian products.The experiment results show that the mediator of consumers’ preference for hedonic products is consumer’s perceived emotion from the high dynamism of brand logo typeface,while the mediator of consumers’ choice utilitarian products from the low dynamism of brand logo typeface is perceived ration.Finally,Study Three discusses the moderating role of consumer mindset,and the experimental results show that consumers’ mindset may moderate the influence of the brand logo typeface dynamism on consumers’ product choices.In the reflective mindset,consumers often rely on the first impression and process the visual information of the brand logo quickly,thus,the dynamism of logo typeface can impact consumers’ choice between hedonic and utilitarian products,while in the deliberate mindset,consumers often think deeply about the choice and decision-making situation,and the influence of font dynamics on consumers’ product choice will be attenuated.To sum it up,the thesis explores the influence of typeface dynamism in the brand logo on consumers’ choice between hedonic and utilitarian products and reveals the underlining mechanism and moderating factors of the influence of typeface dynamism.The research enriches brand marketing and typeface studies,which also provides support to the use of logo typeface in the marketing practice.The research enriches the sensory marketing theory in branding,especially in visual marketing and extend the application of dual processing theory and theory of consumer mindset,which also provides useful reference for the use of typeface in brand logo in marketing practice.