The Influence Of The Font Thickness Of Brand Logo On Consumer Perception And Purchase Intention

In modern social economy,brand is a strategic asset and an important source of core competitiveness.The brand identity is an important part of the brand,and it is the first impression that the company gives to consumers.Therefore,it is important to have a logo that is consistent with the corporate brand positioning and allows consumers to generate brand associations.At present,research scholars have confirmed that the borders of brand logos,fonts,and colors will cause consumers' emotional reactions and change consumers' willingness to purchase.However,no research has been done on the influence of font size on the purchase intention in the brand identity.Therefore,this article starts from the font size characteristics in the brand identity and is based on the theory of embodied cognition and spatial metaphor.This paper uses Krishna's sensory marketing conceptual model as the basic theoretical framework and establishes the research model and proposes hypotheses.Three experiments were conducted to examine the effect of changes in font size on consumer perception and purchase intention.Experiment 1 shows that the use of bold characters in brand logos will increase consumers' willingness to purchase.Experiment 2 confirms that power perception and reliability perception have a mediating effect between boldface identification and purchase intention.The mechanism of the influence of font size on consumers' willingness to purchase is clarified.Experiment 3 shows that there is an interaction between the brand logo font size and the product type,and the boundary of the font weight effect in the marketing strategy is clarified.For disposable products,the fine-grained logo enhances consumers' willingness to buy.The study of the spatial concept of thickness not only enriches the research scope of spatial metaphor and embodied cognition,but also expands the research on the influence factors of brand identity and sensory marketing.At the same time,the results of this study also have practical guiding significance for the design and improvement of corporate brand identity.