Chris Janiszewski and Felipe Affonso

Think before designing your logo: How marketers can capitalize on the power of perception to influence beliefs about brand performance

Brands are constantly updating their visual identities. Intel recently went through its third visual brand identity refresh in half a century, and its new logo has iconic symmetry, balance, and proportion. The underlying geometry is apparent in the design. Could visual design characteristics influence consumers’ perceptions about the brand?

In a new Journal of Marketing article, marketing Ph.D. student Felipe Affonso and Russell Berrie Eminent Scholar Chris Janiszewski find that a sense of order and structure can reinforce claims about a brand’s utilitarian benefits. 

Read more in their story from the Journal of Marketing