Anthropomorphic Stimuli In Brand Design: The Effect Of Human Face Schema

Harun, Azahar and Abd Razak, Mohamed Razeef and Abd Rahim, Russlan and Mohd Radzuan, Lili Eliana (2016) Anthropomorphic Stimuli In Brand Design: The Effect Of Human Face Schema. In: 2nd International Conference on Creative Media, Design & Technology (REKA) 2016, 26-27 September, 2016, Pulau Pinang, Malaysia.

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Abstract

Numerous studies claim that creative designers and advertisers often use anthropomorphism as a marketing tool for evoking emotion, facilitating interaction and influencing consumer’s buying decision. Brand names such as KFC, Michelin and M&M earn recognition and popularity due to human characteristic embedded in its logo design. In spite of this, it is unclear what kind of anthropomorphic stimuli that can effectively engage consumers and establish relationship. Hence, we hypothesize that viewers would be more responsive towards symbols that imitates human characteristic. To test this, a visual preference survey was conducted. Based on a scale of 1 Not Familiar to 5 Extremely Familiar, one hundred and nineteen (n=119) participants rated fifteen (15) types of graphic symbol (made of circle, square, triangle, line and dots) which have been embedded with anthropomorphic stimuli. Findings of the study identify several graphic symbols with familiar anthropomorphic stimuli have the ability to influence judgment on visual appeal and acceptance

Item Type:	Conference or Workshop Item (Paper)
Subjects:	N Fine Arts > NX Arts in general
Divisions:	Pusat Pengajian Seni (School of the Arts) > International Conference on Creative Media, Design & Technology (REKA) Koleksi Penganjuran Persidangan (Conference Collection) > International Conference on Creative Media, Design & Technology (REKA)
Depositing User:	HJ Hazwani Jamaluddin
Date Deposited:	07 Mar 2018 02:33
Last Modified:	07 Mar 2018 02:33
URI:	http://eprints.usm.my/id/eprint/39330

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