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.
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.
Five experiments document that the mere circularity and angularity of a brand logo is powerful enough to affect perceptions of the attributes of a product or company. It is theorized and shown that ...circular- versus angular-logo shapes activate softness and hardness associations, respectively, and these concepts subsequently influence product/company attribute judgments through a resource-demanding imagerygeneration process that utilizes the visuospatial sketchpad component of working memory. There are no logo shape effects on attribute judgments when the visuospatial sketchpad component of working memory is constrained by irrelevant visual imagery, when people have a lower disposition to generate imagery when processing product information, and when the headline of the ad highlights a product attribute that differs from the inference drawn from the logo shape. Further, there are shape effects even when the shape is incidentally exposed beforehand using a priming technique rather than being a part of the logo itself, demonstrating the generalizability of our findings. When taken together, the results have implications for working memory, consumer imagery, and visual marketing.
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.
Logo detection is a technology that identifies logos in images and returns their locations. With logo detection technology, brands can check how often their logos are displayed on social media ...platforms and elsewhere online and how they appear. It has received a lot of attention for its wide applications across different sectors, such as brand identity protection, product brand management, and logo duration monitoring. Particularly, logo detection technology can offer various benefits for companies to help brands measure their logo coverage, track their brand perception, secure their brand value, increase the effectiveness of their marketing campaigns and build brand awareness more effectively. However, compared with the general object detection, logo detection is more challenging due to the existence of both small logo objects and large aspect ratio logo objects. In this paper, we propose a novel approach, named Discriminative Semantic Feature Pyramid Network with Guided Anchoring (DSFP-GA), which can address these challenges via aggregating the semantic information and generating different aspect ratio anchor boxes. More specifically, our approach mainly consists of two components, namely Discriminative Semantic Feature Pyramid (DSFP) and Guided Anchoring (GA). The former is proposed to fuse semantic features into low-level feature maps to obtain discriminative representation of small logo objects, while the latter is further integrated into DSFP to generate large aspect ratio anchor boxes for detecting large aspect ratio logo objects. Extensive experimental results on four benchmarks demonstrate the effectiveness of the proposed DSFP-GA. Moreover, we further conduct visual analysis and ablation studies to illustrate the strength of the proposed DSFP-GA when detecting both small logo objects and large aspect logo objects.
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.
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