Evaluating the relationship between logo and corporate reputation with psychophysiological data harvesting technique

Abstract

Logo design is the most powerful visual instrument that indicates how brands seem to their stakeholders and determines the brand's reputation. In the past, corporations focused only on the graphic design of logos, and this situation has changed over time and included many intangible features such as the institution's culture, stance goals, and the position that individuals want to be in the content of the logo. In this context, the current research looks for similarities of linear effects in logo designs belonging to brands with strong corporate reputations. It investigates the relationship between the character traits and emotions reflected by these effects and the perception of reputation. We employed an artificial intelligence-based “Psychophysiological Data Harvesting” technique for this research and used a multi-method. While conducting the research, the visual identities of the world's top 10 brands with the strongest corporate reputation (2016-2020), according to the Global RepTrak® 100 Research, were examined. As part of the Psychophysiological Data Harvesting technique, participants' logos, facial expression analyses, and eye-tracking data were compared with the participant's responses to the survey questions. Thirty-nine people participated in the research. As a result, valuable findings were obtained about which linear effects and emotions should be applied for a strong perception of corporate reputation. It is thought that the results of the linear effect, character traits and emotional states in the logo production processes will be beneficial and will guide the designers to create the strength of the corporate reputation in the dimension of visual identity.