Literature review
Brand personality
Companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. Hence, having a strong brand will outcome great number of advantages in the competitive market. A strong brand will makes people feel attached to it, trust the brand and believe in the brand’s excellence. How a brand is perceived affects its success. Brand Personality refers to brand personification. That is, assigning human traits/characteristics to the brand.
Aaker Brand Personality Scale
Brand personality is defined as the set of human characteristics associated with a brand. Five dimensions of brand personality are sincerity, excitement, competence, sophistication, and ruggedness. Each …show more content…
A CVI system is designed based on the essence of the organization – what it stands for, what its aims are, in which respects it differs from others, a suitable design will eventually come to represent the organization. A CVI consists of a name, a symbol, and/or logo, typography, colour, a slogan.
Logo
The word logo can refer to a variety of graphic and typeface elements; however, it is used here to define the graphic design that a company uses, with or without its name, to identify itself or its products. It is the visual signature of the brand.
By analysing the logo typology we see three main types:
1. Iconic or symbolic logo - represented by an emblem, a symbol, a sign or an object; (This kind of logo is a suggestive graphic representation, something which can be mental registered, processed, explained and understood).
2. A text defined a logo - is represented only by letters/numbers as a text or as single letters/number.
3. A mixed logo - concerning in a symbol and a text together.
Design properties of logo form perceptions which can lead to liking or induce more intense aesthetic response such as strong emotional reactions among customers. …show more content…
Colours convey different meanings and trigger various associations across cultures. (Stone 2006) Those meanings and associations of each primal colour have been identified for practical uses in the field of design. ¬
Red is a powerful colour, possibly most studied yet most disputed one (Rider 2009). It is considered an arousing, exciting, and stimulating colour, and can be linked to excitement (Labrecque & Milne 2011). In relational context, red has implications of passion and romance, whilst in other cases it is associated with activity, strength, and stimulation. (Rider 2009).
Yellow generally linked with happiness, cheerfulness, and the feeling of optimism, extraversion, and friendliness (Labrecque & Milne 2011). Some scholars see yellow as the colour of intellect, wisdom and also elicit the cheerful facet of sincerity of brand personality
Orange, similar to other long-wavelength colour (e.g. yellow, red), elicit arousal and excitement( Labrecque & Milne 2011). It is associated with creativity, uniqueness, energy, and sociability (Stone
Brand personality
Companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. Hence, having a strong brand will outcome great number of advantages in the competitive market. A strong brand will makes people feel attached to it, trust the brand and believe in the brand’s excellence. How a brand is perceived affects its success. Brand Personality refers to brand personification. That is, assigning human traits/characteristics to the brand.
Aaker Brand Personality Scale
Brand personality is defined as the set of human characteristics associated with a brand. Five dimensions of brand personality are sincerity, excitement, competence, sophistication, and ruggedness. Each …show more content…
A CVI system is designed based on the essence of the organization – what it stands for, what its aims are, in which respects it differs from others, a suitable design will eventually come to represent the organization. A CVI consists of a name, a symbol, and/or logo, typography, colour, a slogan.
Logo
The word logo can refer to a variety of graphic and typeface elements; however, it is used here to define the graphic design that a company uses, with or without its name, to identify itself or its products. It is the visual signature of the brand.
By analysing the logo typology we see three main types:
1. Iconic or symbolic logo - represented by an emblem, a symbol, a sign or an object; (This kind of logo is a suggestive graphic representation, something which can be mental registered, processed, explained and understood).
2. A text defined a logo - is represented only by letters/numbers as a text or as single letters/number.
3. A mixed logo - concerning in a symbol and a text together.
Design properties of logo form perceptions which can lead to liking or induce more intense aesthetic response such as strong emotional reactions among customers. …show more content…
Colours convey different meanings and trigger various associations across cultures. (Stone 2006) Those meanings and associations of each primal colour have been identified for practical uses in the field of design. ¬
Red is a powerful colour, possibly most studied yet most disputed one (Rider 2009). It is considered an arousing, exciting, and stimulating colour, and can be linked to excitement (Labrecque & Milne 2011). In relational context, red has implications of passion and romance, whilst in other cases it is associated with activity, strength, and stimulation. (Rider 2009).
Yellow generally linked with happiness, cheerfulness, and the feeling of optimism, extraversion, and friendliness (Labrecque & Milne 2011). Some scholars see yellow as the colour of intellect, wisdom and also elicit the cheerful facet of sincerity of brand personality
Orange, similar to other long-wavelength colour (e.g. yellow, red), elicit arousal and excitement( Labrecque & Milne 2011). It is associated with creativity, uniqueness, energy, and sociability (Stone