Open to innovation: How a logo frame shapes consumer perception of the brand

Abstract

We explored the influence on consumer behavior of a logo frame—a common design feature of logos. We proposed that whether a logo frame was present or absent would affect consumers' perception of brand innovativeness, thereby influencing their purchase intention. Through two studies utilizing diverse logo types and brands, we demonstrated that frameless logos conveyed a sense of openness that enhanced consumers' perception of brand innovativeness, leading to a positive impact on their purchase intention. Our findings underscore the generalizability and practical significance of logo-frame effects across different contexts, contributing to a deeper understanding of brand perception. Marketers can strategically leverage these insights to utilize visual-design elements that shape consumer perceptions and drive favorable responses toward a brand.