Logo Design Recognition Reflects Gender Differences

Abstract

One of the most essential expectation of logo is viewer’s recognition that a well-planned logo design can arouse immediate response. The basic design elements of logo are consisted of typography and graphic forms. This research aimed to examine recognition of gender difference towards logo design features. Evolutionary Psychology was involved in explaining how specific gender was affected by design elements. The stimuli were the designated well known black and white partial logos. There were two studies in this research that included 1) exploring the letter mark and the graphic mark and 2) investigating the word mark and the combination mark. A number of two hundred and twenty five undergraduate and graduate students were randomly selected as participants. Logos rating were completed through online survey and analysed by using T-Test analysis. The results revealed that the letter mark and the graphic mark were perceived similarly among different gender. However, in case of text logo, there were significantly differences between male and female. Male recognized the word mark less than female but remembered the combination mark more than female. The practical implications indicated that male was easily evoked by the combination of word mark with pictorial form whereas female was recalled by the word mark style faster than male. Thus, when a company wants to communicate with male customers, incorporating graphic form to word mark should be more encouraged. In contrary, design can be focused on word mark message in collaborating with female clients.