Design of corporate logo from the perspective of eye tracking method

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

Design of corporate logo from the perspective of eye tracking method

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Design of corporate logo from the perspective of eye tracking method

Popis výsledku anglicky

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.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50100 - Psychology and cognitive sciences

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2021

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

GRANT Journal

ISSN

1805-062X

e-ISSN

1805-0638

Svazek periodika

10

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

6

Strana od-do

49-54

Kód UT WoS článku

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EID výsledku v databázi Scopus

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