A study of cognitive human factors in mascot design

Documentos de Trabalho em Gestão ( …, 2009

This research addresses the question of how mascots design characteristics affect children recognition and affective response of this type of brand sign. Regarding the literature, it was clear for us the important contribution in studying the short and long term recognition. It is found that the different design characteristics associated with the universal design principles (abstraction, figurativity, symmetric, asymmetric, round and angular forms) stimulated different levels of recognition and affection among the children. The study contributes to our understanding of which mascot design characteristics increase the effectiveness of non-verbal communication.

Sosyoekonomi, 2021

Anthropomorphism, the process of attributing human physical or mental characteristics to living beings, such as plants and animals, and inanimate beings, such as objects, or events, is one of the most effective ways to connect consumers and businesses. Anthropomorphism creates an opportunity for consumers to identify themselves with businesses, products, or services. This study explores the effect of anthropomorphic mascots on the purchasing intention of consumers in an experimental layout. The study, for which data was collected through surveys, was conducted in Erzurum, Turkey. The study results conclude that the anthropomorphic mascot positively affects consumers' purchasing intention towards brands. In addition, brand image, brand value, identity, personality, experience, and engagement towards brands using anthropomorphic mascots positively affect purchasing intent.

Anthropomorphism, the process of attributing human physical or mental characteristics to living beings, such as plants and animals, and inanimate beings, such as objects, or events, is one of the most effective ways to connect consumers and businesses. Anthropomorphism creates an opportunity for consumers to identify themselves with businesses, products, or services. This study explores the effect of anthropomorphic mascots on the purchasing intention of consumers in an experimental layout. The study, for which data was collected through surveys, was conducted in Erzurum, Turkey. The study results conclude that the anthropomorphic mascot positively affects consumers' purchasing intention towards brands. In addition, brand image, brand value, identity, personality, experience, and engagement towards brands using anthropomorphic mascots positively affect purchasing intent.

2016

Numerous studies claim that creative designers and advertisers often use anthropomorphism as a marketing tool for evoking emotion, facilitating interaction and influencing consumer’s buying decision. Brand names such as KFC, Michelin and M&M earn recognition and popularity due to human characteristic embedded in its logo design. In spite of this, it is unclear what kind of anthropomorphic stimuli that can effectively engage consumers and establish relationship. Hence, we hypothesize that viewers would be more responsive towards symbols that imitates human characteristic. To test this, a visual preference survey was conducted. Based on a scale of 1 Not Familiar to 5 Extremely Familiar, one hundred and nineteen (n=119) participants rated fifteen (15) types of graphic symbol (made of circle, square, triangle, line and dots) which have been embedded with anthropomorphic stimuli. Findings of the study identify several graphic symbols with familiar anthropomorphic stimuli have the ability...

2020

Article history: Received: 05 November, 2020 Accepted: 21 December, 2020 Online: 30 December, 2020 The purpose of this study is to show how to design the character used as the symbol or Mascot of the educational institution and how to apply the design results into advertising and Brand identity design such as printing art, poster, digital media, toy, and souvenir. In this study, the ideas of mascot design have been leaded to present a contemporary design under the conceptual framework from local culture, organizational culture, theories of society, arts and design through the analysis and synthesis of the organization, which is CAMT from Chiang Mai University, as the model of this study. CAMT has 7 bachelor’s degree majors, namely Animation and Visual effects (ANI), Software Engineering (SE), Digital Film (DF). Modern Management and Information Technology (MMIT), Digital Game (DG), Digital Industry Integration (DII) and Knowledge Innovation Management (KIM). These Mascot design grou...

Journal of Marketing Management, 2013

To examine design antecedents and consumer responses to ascriptions of anthropomorphic features for logos, we applied a best-practices conceptual framework to evaluate 120 US collegiate sports logos. Data collected from three logo experts and 119 consumers indicate that (1) processing fluency mediates the relationship between elaborateness and all logo personality dimensions, and (2) ascriptions of aggressiveness (negatively) and activeness (positively) influence consumer affect and purchase intentions. These findings imply that universities should benefit from brand management informed by anthropomorphic ascriptions to their sports logos. Possible future research could consider the effect of sports logo elements (i.e. colour, parallelism, symbolic meaning) on yet-to-be-assessed anthropomorphic ascriptions.

Advanced Science Letters, Volume 23, Number 8, August 2017, pp. 7966-7969(4), 2017

This study examines the design elements of corporate brand characters or also called mascots of two prominent Malaysian financial institutions, Maybank and CIMB Bank. Generally mascots have been introduced in many organizations as representative. The presence of mascots can also be seen in the Malaysian banking sector. Hence three questions are posed; What forms does the bank mascots take?; How the bank mascots communicate corporate philosophy to consumer?; What meaning do the bank mascots convey? The findings of the study show that the sampled bank mascots display anthropomorphic features, which takes the form of human and animal. This characteristic can be specifically referred to another term called Zoomorphic. In addition to that, the mascots also display unique qualities that reflect company's identity and philosophy. In regards to meaning, it is noticed that the bank mascots suggest emotional expression that Malaysian consumers can easily relate to. We conclude that the two Malaysian bank mascots sampled in this study possess anthropomorphic characteristic which are important for marketing purpose and have the capabilities to represent the corporate banks and capture the attention of Malaysian consumers.

Measuring Business Excellence, 2018

Purpose – This research aims to provide data and insights about the perception of commercial logos and to offer practical benchmark data useful to business organizations. Design/methodology/approach – The first study uses a pencil-and-paper survey to gather perceptual data about familiarity, subjective and objective visual complexity, aesthetic attraction, emotionality, number of colors and symbolic-social-status function of 142 brand logos. The second study uses a response time methodology to measure variables related to memory (i.e., cued recall and types of nonresponse). Findings – The paper offers insights into the relationship of relevant symbol-related variables. Emotional arousal correlates positively to aesthetic attraction and cued recall, and negatively to symbol knowledge. Emotional arousal and social reputation correlate weakly. Business organizations should be interested in knowing how users rate the emotions of their own and other organizations’ isotypes. Familiarity correlates negatively to response times, and positively to proper cued recall, aesthetic attraction and selfassessment manikin emotional scale. The subjective measure of complexity and the measures related to emotions correlate. Surprisingly, no correlation exists for the objective measure of complexity with emotion. The results could indicate that an unknown effect of mere exposure of complexity exists. The study found no correlation between visual complexity and variables related tomemory. Practical implications – Values of performance are needed to interpret business excellence. Data presented as supplementary file can be used for benchmark brand-logo relevant aspects. Also, the study suggests measuring the emotional value of logos, especially strength, as it is a predictor of recall. Moreover, companies with a socially reputed logo should try to create an emotional link to it. Repetition and likeness are two ways to improve emotional ratings. Therefore, the study suggests organizations to assure that their target likes their logo. As more complex logos are considered more attractive, the authors would recommend organizations to test logos with different degrees of complexity. Originality/value – This study is the first that offers normative logo data that can be used by practitioners as a benchmark of logo performance. Moreover, it promotes future research as it confirms and disconfirms previous findings and offers some new insight on brand research.

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Expert Journal of Marketing, 2023

The field of sonic branding has grown rapidly in recent years. While the majority of the developments in this area have thus far been led by practitioners, it is important to understand the cognitive principles underlying the appropriateness and efficacy of sonic branding in order to help develop design principles and practical guidelines that will help to move the field forward, particularly where a brand's distinctive sonic assets are concerned. This narrative historical review focuses on design considerations for one of the most common sonic assets, namely the sonic logo. Crucially, the question of how these sonic logos come to be associated with brands, and the extent to which their perceptual and affective qualities ought to match the attributes and personality of the brand, are experimentally tractable research questions. Principles drawn from the cognitive (neuro-)sciences, including the emerging field of research on crossmodal correspondences, are explored, providing actionable insights for those wanting to design successful sonic brands. The use of the semantic differential technique is also discussed as a means of systematically assessing the connotative alignment between a product, company, or brand and the distinctive sonic assets which together comprise the brand's sonic identity as a whole.