by Jonathan Luffarelli, Mudra Mukesh, and Ammara Mahmood September 12, 2019
Imagine you are a marketing manager about to launch a brand called Noxu, which markets jigsaw puzzles. You just received an email from your CEO, asking you to choose between two logos. Your goal is to choose the one that will make the launch more successful. Which logo should you choose: the one on the right or the one on the left?
Good arguments can be made for either. For instance, if you picked the one on the left, you might have thought your customers prefer simpler designs. If you picked the one on the right, you might have thought the outline of the puzzle piece provides valuable information about the product.
The objective of our latest research was to assist managers with such a choice. To explore whether and when brands benefit more from descriptive or nondescriptive logos, we conducted seven experimental studies and analyzed the effect of logo design on brand equity for 597 companies. If you have not guessed it yet...