•  
  •  
 

ASEAN Journal on Science and Technology for Development

Abstract

In numerous cases, companies undertake logo redesigns to enhance brand perception. However, little attention has been paid to the impact of each element of the redesigned logo on visual attention and brand perception. To address this research gap, we collected data from eye tracking and self-report questionnaires of 30 participants during exposure to the old and new logos of a prominent bookstore in Indonesia. The results of the questionnaires revealed a significant relationship between the responses concerning color, shape, typeface, and those pertaining to visual attention (p < 0.05). Most participants were able to grasp the value of creativity, flexibility, progress, change, and strength in the new logo shape. The results of eye tracking show that color was the most influential factor that attracted visual attention in old (F(1.5, 43.4) = 14.905, p < 0.05) and new logos (F(1.7, 50) = 34.757, p < 0.05). This study suggests that companies should selectively choose a color scheme of a logo that better attracts the attention of consumers. In addition, our finding is promising as a practical guide for similar research, as well as a case study on how logo redesign affects brand perception and visual attention.

Keywords

Visual attention; eye tracking; brand perception; cognitive process

Publication Date

2025

Received Date

02/07/2024

Revised Date

12/10/2024

Accepted Date

19/11/2024

Download

Share

COinS