Active White Space (AWS) in Logo Designs: Effects on Logo Evaluations and Brand Communication

Sharma, Nazuk; Varki, Sajeev

doi:10.1080/00913367.2018.1463880

Cited by 33 publications

(22 citation statements)

References 53 publications

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“…Fourth, the middle-width spacing of the motifs was the most preferred among the three stimulus examples, followed by the widest space. Our results support the assertion that blank spaces allow for a sense of relaxation and are felt as luxuriousness or sophistication [ 42 ].…”

Section: Discussionsupporting

confidence: 88%

Patient Clothing as a Healing Environment: A Qualitative Interview Study

Kam

Yoo

2021

IJERPH

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Patients’ emotional responses to the hospital environment can be considered as important as medical technology and equipment. Therefore, this study investigated their experiences to determine whether the pattern using hospital identity (HI) elements, a widely used design method for patient clothing in university hospitals, can affect their emotional response and contribute to healing. It aimed to identify whether controlling the motif characteristics, arrangement, and spacing in this pattern design, and the direction between motifs, could be a method to design patient clothing for healing. To investigate patients’ emotional response and suggestions for patient clothing design, an interview-based qualitative approach was used. In-depth interviews were conducted with 12 patients discharged from Kyung Hee University Hospital Medical Center (KHUMC), Seoul. The interview questions consisted of two parts. One part featured questions about participants’ emotional responses to the medical environment and their latest patient clothing experience, and the other featured questions about their emotional response to, and suggestions for, the healing expression of pattern design using HI. The results confirmed that the motif characteristics, arrangement, and spacing, and the direction between motifs, influenced patients’ positive emotions and contributed to the healing effect. Therefore, when the HI elements of a medical institution are applied in the design of patient clothing with the characteristics of a healing design, patients perceive this as providing stability and comfort. The design of patient clothing becomes a medium that not only builds the brand image of medical institutions, but also enhances the quality of medical services centered on patient healing.

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Section: Discussionsupporting

confidence: 88%

Patient Clothing as a Healing Environment: A Qualitative Interview Study

Kam

Yoo

2021

IJERPH

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“…Fifth, the current findings enhance the understanding and use of frames or boundaries in marketing beyond just consumption contexts and logo designs (Cutright, 2012; Fajardo et al , 2016; Sharma and Varki, 2018). Finally, our work also extends prior marketing research on product effectiveness (Chae et al , 2013; Ilyuk and Block, 2016).…”

Section: Theoretical Implicationsmentioning

confidence: 76%

“…Moving the same ad from a quarter-page to a full-page layout (thereby increasing the amount of white space) increases consumer tendency to categorize the brand as a market leader (Pracejus et al , 2006). More recently, Sharma and Varki (2018) show that adding white space between individual logo design elements improves the logo’s visual evaluations as well as the perceived clarity of its intended brand communication. In this paper, we follow Pracejus et al ’s (2006, p. 82) definition of white space as “the conspicuously open space found between design elements or objects within the borders of an ad”.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…While prior research examines the influence of white space on consumer perceptions primarily in the context of isolated visual images, logo designs and ad copies (Kwan et al , 2017; Pracejus et al , 2006; Sharma and Varki, 2018), the current work is the first to investigate the effect of white space framing in advertisements that are specifically designed to visually communicate product performance through the use of a product image (i.e. the image of the actual product, e.g.…”

Section: Introductionmentioning

confidence: 99%

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Product performance implications of framing white space in advertising

Sharma

Monahan

2019

JCM

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Purpose The purpose of this paper is to investigate the impact of framing white space around a product image (e.g. silver polish) and its intended effect image (e.g. tarnish-free, shiny silverware) in an ad on the performance perceptions of the advertised product. Design/methodology/approach Four experimentally designed studies demonstrate a positive impact of framing the white space around the product and effect images. A total of 270 MTurk participants provided data for these studies through online surveys. Findings Findings across four different product categories reveal that when the white space surrounding the product and effect images in an ad is enclosed by a frame, consumers perceive product performance to be significantly higher than when there is no white space framing. This effect is mediated by enhanced perceived fit between the two images based on the white space framing. Research limitations/implications The current findings contribute to multiple marketing research streams including the use of white space and frames in visual promotions, as well as the literature on product performance, perceived fit, stylistic manipulations (such as the framing of white space in this case) and advertising communication. Practical implications The use of product and effect visuals in advertising to convey product performance is one of the most widely used tactics in the consumer packaged goods industry. Managers and creative directors can leverage the current findings to improve consumer product performance perceptions by using a simple, stylistic manipulation (which does not alter the core ad elements but only the production aspects) of framing the white space around the product and effect images in their product ads. Originality/value To date, there is only a small body of research examining the role of white space and visual frames on marketing-related outcomes. However, none of that looks at white space framing. The current work is the first to examine how localization of white space around the product and effect images improves consumer perceptions about the advertised product’s performance.

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“…Adding white space to a logo increased design cleanliness and visual balance (Pracejus et al, 2006), which improved the perceptual fluency due to the ease of visual processing among design features. Sharma and Varki (2018) showed that perceptual fluency could spill over to consumers' attitudes toward a brand. Thus, the halo or spillover effect by removing logo frames and adding white space to a logo design (i.e.…”

Section: Theoretical Background Of Study 2 Perceived Fit Of New Brandmentioning

confidence: 99%

The effects of logo frame design on brand extensions

Chen¹,

Bei

2019

JPBM

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Purpose The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames. Design/methodology/approach Two experimental studies were conducted. Study 1 examines how removing and breaking logo frames expands perceived brand breadth. Study 2 considers the implication of this logo frame effect and indicates the impact of logo frames on brand extension scenarios. Findings Removing and breaking logo frames could expand perceived brand breadth and, in turn, benefits the brand extensions, especially for promotion-focused consumers. However, prevention-focused people held favorable brand extension attitudes when the brand logo constructs a complete frame due to its perceived trustworthiness. Research limitations/implications As an initial exploration, this study conceptualizes and manipulates logo frames as full framed, partial framed and open logo. Future research studies could include further design features in the examination. Practical implications If a brand seeks to be broad, removing or breaking its logo frame is an alternative. However, consequential negative impressions on brand extension attitudes among prevention-focused customers should be considered. Originality/value This study is the first investigation into the impacts of logo frame patterns on consumers’ perception of brand breadth and the consequent extension attitudes.

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Active White Space (AWS) in Logo Designs: Effects on Logo Evaluations and Brand Communication

Cited by 33 publications

References 53 publications

Patient Clothing as a Healing Environment: A Qualitative Interview Study

Patient Clothing as a Healing Environment: A Qualitative Interview Study

Product performance implications of framing white space in advertising

The effects of logo frame design on brand extensions

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