Based on the stereotype content model, this study explored the effects of the logos in the form of horizontal combinations (icons on the left while names on the right) and vertical combinations (names on the top while icons at the bottom) on consumers’ psychological perceptions and brand attitudes from the perspective of consumers’ psychological demands. In this study, four experiments were conducted by Sojump to demonstrate the effects of horizontal vs. vertical combinations (names and icons in the brand logo) on consumers’ attitudes toward a brand and its intermediate mechanism. From the research,it is found that logo design can meet consumers’ emotional and cognitive demands for brands from psychological aspect.Horizontal combinations of names and icons in the brand logo bring consumers a higher geniality, while vertical combinations of names and icons in the brand logo bring consumers a higher authority. The combinations of names and icons in the brand logo positively affect consumers’ attitudes toward a brand. Psychological distance is regarded as the mediating mechanism between the main effects, and the product type plays a moderating role. This paper further advances the study of different combinations of names and icons in the brand logo on the psychological demands and relationship characteristics of consumers, which provides some guidance for the research of consumers’ cognition and psychology, and also broadens the scope of application of the stereotype content model.

Minting Zhao, Dan Chen, Lei Huang, Teng Ge, Yongqiang Zhang. Effects of horizontal vs. vertical combinations of names and icons in the brand logo on consumers’ psychological perceptions and brand attitudes. The Frontiers of Society, Science and Technology (2024), Vol. 6, Issue 4: 1-14. https://doi.org/10.25236/FSST.2024.060401.

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