ارتباطات بازاریابی سیار لوگو متحرک
Abstract
1- Introduction
2- Mobile marketing and the role of logo movement directions
3- Dynamic and animated logos
4- Directionality and metaphorical perceptions
5- Overview of studies
6- Study 1
7- Study 2
8- Study 3
9- General discussion
10- Theoretical and managerial implications
11- Limitations and future research
Acknowledgments
Appendix 1. Logos used in the research
Appendix 2. Manipulation of company power
Appendix 3. Manipulation of company innovativeness
References
Abstract
This research examines consumer preferences for two different features, movement directions and trajectories, of “animated logos” which are company logos moving across the screens of mobile devices (usually, in a GIF, Graphics Interchange Format). Results based on three experiments show, first, that consumers prefer logos moving upward over those moving downward regardless of the company's power and innovativeness. Second, when logos are associated with highly innovative companies, consumers demonstrate a stronger preference for logos moving in an up-right direction over an up-left direction, since they tend to associate different metaphorical meanings to them. Finally, consumers prefer animated logos moving along a convex up-right trajectory over those moving along either a concave or a linear up-right trajectory when the logos are associated with highly innovative companies. The article closes with implications and suggestions for marketers when designing animated logos in mobile marketing communications.
Introduction
When we are happy, when we rejoice, we move our arms toward the sky: it's a universal sign when we are experiencing a very positive emotion. Everything which points up in the air seems preferable, metaphorically speaking, to what points downwards. That is why it is difficult to believe that going down does not bring a feeling of depression with it. Look at watch or clock images in advertisements: the hands are always at ten to two, because that projects a subtle smile. What would it seem if they were pointing at six thirty? The same with trajectories: people seem to prefer something positive increasing in an exponential way, rather than with a slower pace because, when we deal with something positive, we want it all and we want it now! Think of an interest rate on one of your investments: would you prefer it increasing in a fast or in a slow way? In this paper we deal with marketing communications and try to apply these concepts to the design of animated company logos. We do this in a mobile marketing environment, where animation and short movements are allowed by the Graphics Interchange Format (GIF), a widespread technology applied to electronic advertising