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Title: Visual Effects of Logo on the Attentional Filter and Perception
Authors: Murphy, Dana
Nadeau, John
Machado, Joana César
Vacas de Carvalho, Leonor
Ulrich, Tess
Keywords: Brand Logo
Logo Design
Binocular Suppression
Issue Date: Apr-2017
Publisher: Proceedings of the 12th Global Brand Conference
Citation: Murphy, D., Nadeau, J., Machado, J., Vacas-de-Carvalho, L. & Ulrich, T. (2017). Proceedings of the 12th Global Brand Conference, Linnaeus University School of Business and Economics, Kalmar, Sweden, 26-28 April
Abstract: The purpose of this project is to understand the effects of different logo design elements (i.e. spatial frequency, contrast sensitivity, and colour) to assess their effectiveness at gaining the attention of consumers. The propensity of elemental changes to break through the attentional filter is expected to provide insight into the decisions made about brand logo design to improve the likelihood that a logo can gain attention in a busy market or communication channel.
Type: article
Appears in Collections:GES - Artigos em Livros de Actas/Proceedings

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