EXPLORING THE RELATIONSHIP BETWEEN BRAND DESIGN ELEMENTS AND CONSUMER BEHAVIOUR.

Abstract

This quantitative study aimed to identify the relationship between brand design elements (logo shape, logo colour and typeface) and consumer behaviour (consumer decision-making). Although both topics have been studied extensively within the marketing industry there has been limited research conducted to uncover the relationship between consumer behaviour and brand design elements, specifically concerning logo shape, logo colour and typeface, within the past 5 years. 205 anonymous individuals participated in this research by completing an online survey via Google Forms. The findings of the research identified that based on participant's preference in terms of shape, colour and typeface, in some instances, correlates with the brand logo they prefer which as a result has an impact on their decision to choose one brand over the other. Alongside primary research, the assumption could be made that although participants stated that they do not purchase from brands solely based on the look of their logos consumers may subconsciously be attracted towards specific logos based on the logo shape, colour and typeface, resulting in them selecting one brand over another based on their logo, impacting their consumer decision-making.