The visual-digital identity of corporate brands: a study of neuromarketing in young people from Spain and Portugal
The rise of social networks and brand communication in digital media has led to an update of the corporate visual identity of major brands, including those in traditional sectors in which corporate culture is generally deep-rooted and more reluctant to change. The two-dimensional logos that simulate...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2021 |
| País: | España |
| Institución: | Universidad Complutense de Madrid (UCM) |
| Repositorio: | Docta Complutense |
| Idioma: | inglés |
| OAI Identifier: | oai:docta.ucm.es:20.500.14352/109451 |
| Acceso en línea: | https://hdl.handle.net/20.500.14352/109451 |
| Access Level: | acceso abierto |
| Palabra clave: | 658.8.013 Identidad visual corporativa Marca Neuromarketing Flat design Comunicación digital Corporate visual identity Brand Digital communication Publicidad Ciencias de la Información Marketing 6114.01 Publicidad 5311.05 Marketing (Comercialización) |
| Sumario: | The rise of social networks and brand communication in digital media has led to an update of the corporate visual identity of major brands, including those in traditional sectors in which corporate culture is generally deep-rooted and more reluctant to change. The two-dimensional logos that simulate a volume and depth characteristic of those of three dimensions have been simplified and are now flat for better inclusion in various digital supports so as to improve their legibility and more accurately reflect the current values of the brand’s objective. The objective of this research is to determine the cognitive processing of young university students of traditional brand logos in relation to the current ones that are simple, flat, and two-dimensional. The neuromarketing techniques used are eye-tracking to measure attention, and galvanic skin response (GSR) to measure the emotion shown by the public. The main conclusion is that young people place more attention and emotion on flat logos with simple lines, which are more integrated into digital media. |
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