Abstract

Consumers’ emotional and cognitive responses to an unknown brand’s logo are analyzed using Albert and Mehrabian’s PAD emotional states model (1974) as well as by measuring thought count and valence at initial exposure. This research attempts to find out whether or not viewing an unknown logo for the first time affects brand attitude and perception depending on the design elements of the logo presented. The individual’s need for cognition and aesthetic sensitivity levels are also included in the research to view their effects on the responses and ultimately perceptions of the brand at first exposure. The logos presented to consumers are created for the sole purpose of this research to insure non-familiarity of the brand. Experts also explain their involvement and thoughts in the creation process and how they believe consumer perceptions are crafted as a result of their work. The conclusions that arise from the consumer results and expert interviews help provide further clarity not only on concerns that are definitely interesting to pursue in future literary work; they also help professionals shed light on what should be done to help ensure that the brands created attract the right consumers at first exposure.