Design of corporate logo from the perspective of eye tracking method

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F21%3A%230000776" target="_blank" >RIV/04274644:_____/21:#0000776 - isvavai.cz</a>
Result on the web
<a href="https://www.grantjournal.com/issue/1001/PDF/1001.pdf" target="_blank" >https://www.grantjournal.com/issue/1001/PDF/1001.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Design of corporate logo from the perspective of eye tracking method
Original language description
This paper deals with the effects and effectiveness of graphic design of company logo. The aim was to find out, using the eye-tracking method, which graphic elements have a positive or negative effect on the design of the company logo. Four corporate logos of an imaginary company worked as the basis of the investigation, whereas the logos were created on the basis of certain graphic assumptions. The results show that in order to attract the attention of the eyes, it is appropriate to include a suitable graphic element representing the production of the brand. At the same time, the appropriate choice of colours and their mutual harmonization is key for the image and positive evaluation of the brand.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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