Kulokho okuqoqwa yisifundo esisha, kubonakala kunjalo ukuthi wonke lawo ma-logo amancane abeklama, bezilokhu zingenamsebenzi. Kubonakala kunjalo lokho akuwenzi lowo mphumela oyifunayo kumakhasimende noma kubathengi, kodwa ngenye indlela ezungeze, ibaphonsa emuva.
Ngisho, ini cabanga ngokwakha ilogo echazayo Esikhundleni salezo zinto ezincane, ngokombono womklami, zingaphezu kokuhle kakhulu, kepha kulabo abazocela insizakalo noma bathenge into noma umthengi okuhle, hhayi fu noma fa, njengoba umuntu engasho.
Lolu cwaningo lwakamuva lukugcina lokho abathengi bakhetha ilogo echazayo kunalawo ma-logo amancane asezingeni. Futhi ukuthi kudala, lawa ma-logo amancane ayewine ngokuya kochwepheshe, yize kuyilogo echazayo ehola esigabeni ngasinye.
Abstract
Isifundo uqobo, esishicilelwe kwiJournal of Marketing Reasearch, sincike ekutheni ilogo echazayo iphumelela kakhulu ekwakheni i- "trust". Ucwaningo olwenziwe ngoprofesa abavela eCanada, eNgilandi naseFrance luhlolisise ama-logo angama-597, okwathi, ngosizo lwabahlanganyeli bocwaningo abangu-2.000 XNUMX, kwaholela ekutheni bathole ukuthi uma ilogo ichazwa kakhulu, imiphumela emihle iba nayo ekuphrintweni. ngakho-ke, ngenhloso yokuthenga.
Iyachaza
Okuyikho ngempela okudingayo, njengoba kunjalo nalawo magama asemqoka asinikeza umkhondo emakhasini ethu okufika. Abahlanganyeli ocwaningweni uthole izincazelo ezivela ezinkampanini ezahlukahlukene ngabo ukwahlulela ubuqiniso bezimpawu zabo. Ekugcineni kuchazwa ukuthi kukhona ubudlelwane obubaluleke kakhulu phakathi kwencazelo yelogo nenzuzo enkulu.
Singakhuluma ngesibonelo: i-minimalism ku-logo entsha ye-Slack. Kodwa kunamalogo amaningi angaqondakali alahlekelwa ukuthengisa bebodwa. Lezo zeCitroën, Mastercard, Mitsubishi Motors nezinye eziningi. Vele, khumbula ukuthi lapho inkampani inkulu ngokwanele, ingakugwema ukuba nelogo echazayo futhi isuselwe kokuncane, okufana ne- "M" kaMcDonalds ne- esikubonile ngezikhathi ezilandelanayo.