Logos are commonly used in molecular biology to provide a compact graphical representation of the conservation pattern of a set of sequences. They render the information contained in sequence ...alignments or profile hidden Markov models by drawing a stack of letters for each position, where the height of the stack corresponds to the conservation at that position, and the height of each letter within a stack depends on the frequency of that letter at that position.
We present a new tool and web server, called Skylign, which provides a unified framework for creating logos for both sequence alignments and profile hidden Markov models. In addition to static image files, Skylign creates a novel interactive logo plot for inclusion in web pages. These interactive logos enable scrolling, zooming, and inspection of underlying values. Skylign can avoid sampling bias in sequence alignments by down-weighting redundant sequences and by combining observed counts with informed priors. It also simplifies the representation of gap parameters, and can optionally scale letter heights based on alternate calculations of the conservation of a position.
Skylign is available as a website, a scriptable web service with a RESTful interface, and as a software package for download. Skylign's interactive logos are easily incorporated into a web page with just a few lines of HTML markup. Skylign may be found at http://skylign.org.
Anthropomorphic logos representing culturally embedded iconic character are used by firms to signal the expected performance of their brands. Yet, the extent to which such anthropomorphic brand logos ...influence consumers’ perceptions of an associated product’s or service’s functional performance is not well understood. We address this gap in the literature by conducting a study using a hypothetical anthropomorphized logo to gather survey data. Using structural equation modelling to test our research hypotheses, our findings show that an anthropomorphized logo representing a culturally embedded iconic character has a positive impact on perceived functional performance. More importantly, we show that the effect is strengthened as the appeal of the logo increases. Additional analysis revealed that logo-self connection explained the mechanism through which logo anthropomorphism affects the perceived functional benefits of the logo.
Logos as a visual cue can help firms communicate their unique identities and capture consumers' attention. Despite the importance and prevalent use of logos, the logo literature remains fragmented. ...Hence, this article attempts to provide an overarching research framework based on an extensive and comprehensive review of the existing logo literature. Specifically, we review 124 studies published in business journals over the past 30 years, and classify them into six major research topics: 1) theoretical foundations, 2) logo design/redesign, 3) basic logo elements, 4) additional logo elements, 5) outcomes of logo use, and 6) practical applications of logo use. Finally, we suggest future research directions for academics and provide practitioners with guidelines that help manage logos for their businesses.
This study examines the impact of brand logo colorfulness on consumer judgments toward a brand and its products. Four experiments demonstrate that the colorfulness of a brand logo affects consumers' ...perception of the product variety offered by the brand. When consumers feel that a brand logo is colorful, they tend to infer that the brand offers a high variety of product options to its customers. Driven by the perception of product variety, logo colorfulness has downstream consequences on consumer attitudes, an effect that can be moderated by brand positioning. Together, this study introduces the effects of logo colorfulness on consumer judgments, contributes to the psychological literature on color and variety, and bears important practical implications regarding how designers and marketers can practically determine a brand logo that best serves the brand image.
PurposeProtected designation of origin (PDO) and protected geographical indication (PGI) products form the core of the European Union (EU) quality food policy. Low and fragmented logo recognition ...perils the entire plan. This work aims to provide a “classification” of European consumers as regards logo awareness based on generic demographic and socio-economic characteristics and to test hypotheses relating PDO awareness with the purchasing behaviour of consumers.Design/methodology/approachThe work utilises publicly available pan-European databases collected from Eurobarometer in four rolling surveys from 2012 to 2017. The statistical analysis exploits the spatially nested nature of the data.FindingsThe “logo aware” consumer is distinctively different from the average representative European consumer. A range of demographic, human capital and socio-economic characteristics and behavioural and attitudinal traits differentiate the consumers who are aware of the logo. Country and region effects are vital.Research limitations/implicationsBenefits of large and representative samples accrue by utilising available Eurobarometer surveys. This comes at a cost. The individual researcher has no control over the questions included in the questionnaire.Practical implicationsConsumer classification forms the basis of awareness-raising strategies. It reveals the numerous segments of aware and non-aware consumers and opens a discussion about tools and methods to reach out to the European consumer.Originality/valueThis analysis holds an exact pan-European perspective and incorporates consumers' characteristics, behaviour, attitudes and country and region effects.
Animation relied in the beginning on the technical creative development to reach forms in which movement flows through optical deception to give a sense of the third dimension and move it at ...different speeds in order to reach a mental and visual persuasion for the audience until it accepts a movement that did not happen in reality or if it never existed but is purely a fantasy The designer. This technology has accompanied the development of computer graphics and the modern technological renaissance, so designers are using this technology with the latest interactive technological methods in moving logos, which depend on rules and stages with the aim of building a mental image of the recipient by achieving interaction between him and the animated logo, which increases its attractiveness when seeing it. The mental image that the individual forms when he sees the logo of any institution is nothing but a coherent building.It builds a set of ideas and information that the individual stores and preserves the most important characteristics to evoke them when needed. Movement in the logo aims to transform its shape, colour, movement, and others, and a certain aspect of the logo may change, such as: The direction of the icon, the position of the colours, or the entire design gets an overhaul every time the logo is presented so that the movement of the logo stands out, creating an interaction between it and the recipient. The animated logo plays a great interactive role in the formation of the mental image in social media ads and external advertisements and confirming the mental image of the announced institution, through the use of the same logo and the introduction of some influences and dimensions on it to reach the basic form after generating the studied dramatic movement of the animated logo to reach the maximum levels of persuasion for the recipient. The mind cannot keep everything it is exposed to fully all the time, but it retains symbols, images and impressions of objective reality and merely.
This Logo Moves Me CIAN, LUCA; KRISHNA, ARADHNA; ELDER, RYAN S.
Journal of marketing research,
04/2014, Letnik:
51, Številka:
2
Journal Article
Recenzirano
The authors propose that static visuals can evoke a perception of movement (i.e., dynamic imagery) and thereby affect consumer engagement and attitudes. Focusing on brand logos as the static visual ...element, the authors measure the perceived movement evoked by the logo and demonstrate that the evoked dynamic imagery affects the level of consumer engagement with the brand logo. They measure consumer engagement through both self-report measures and eye-tracking technology and find that engagement affects consumer attitudes toward the brand. The authors also show that the perceived movement–engagement–attitude effect is moderated by the congruence between perceived movement and brand characteristics. These findings suggest that dynamic imagery is an important aspect of logo design, and if used carefully, it can enhance brand attitudes.
Brand logos can provide affective reactions before any promotional activity is carried out. This is particularly relevant for start-ups that might not have the budget for branding activities. Extant ...research is predominantly based on theoretical models. By contrast, we adopted a customer-based approach with a novel methodology—multiple picture sorting—to investigate the most relevant characteristics that customers identify for differentiating novel logos, and compared them with existing theories. Ninety-three subjects were asked to classify unknown logos according to criteria of their choice. Most customers clustered logos into: (1) composed of brand icon and/or name and (2) coloured or black logos. We then used experiments to test whether the logo characteristics identified by customers make a difference in logos’ attractiveness. Results show that logos composed of an icon plus a brand name are perceived as significantly more attractive than logos made of one component only, and that black logos are perceived as more attractive than coloured logos. Thus, customers-identified logo characteristics can guide entrepreneurs in designing and selecting logos for novel brands. This study adds to current theory by showing that one of the most relevant logo characteristics—brand icon and/or name—has rarely been investigated.
From beverages to consumer electronics, marketers are using color in innovative ways. Despite this, little academic research has investigated the role that color plays in marketing. This paper ...examines how color affects consumer perceptions through a series of four studies. The authors provide a framework and empirical evidence that draws on research in aesthetics, color psychology, and associative learning to map hues onto brand personality dimensions (Study 1), as well as examine the roles of saturation and value for amplifying brand personality traits (Study 2). The authors also demonstrate how marketers can strategically use color to alter brand personality and purchase intent (Study 3), and how color influences the likability and familiarity of a brand (Study 4). The results underscore the importance of recognizing the impact of color in forming consumer brand perceptions.
PDF
