Anthropomorphic Stimuli In Brand Design: The Effect Of Human Face Schema
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 character...
| Main Authors: | , , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
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2016
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| Subjects: | |
| Online Access: | http://eprints.usm.my/39330/1/PAPER_52.pdf |
| _version_ | 1797010216780300288 |
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| author | Harun, Azahar Abd Razak, Mohamed Razeef Abd Rahim, Russlan Mohd Radzuan, Lili Eliana |
| author_facet | Harun, Azahar Abd Razak, Mohamed Razeef Abd Rahim, Russlan Mohd Radzuan, Lili Eliana |
| author_sort | Harun, Azahar |
| collection | USM |
| description | 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 |
| first_indexed | 2024-03-06T15:16:37Z |
| format | Conference or Workshop Item |
| id | usm.eprints-39330 |
| institution | Universiti Sains Malaysia |
| language | English |
| last_indexed | 2024-03-06T15:16:37Z |
| publishDate | 2016 |
| record_format | dspace |
| spelling | usm.eprints-393302018-03-07T02:33:10Z http://eprints.usm.my/39330/ Anthropomorphic Stimuli In Brand Design: The Effect Of Human Face Schema Harun, Azahar Abd Razak, Mohamed Razeef Abd Rahim, Russlan Mohd Radzuan, Lili Eliana NX Arts in general 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 2016 Conference or Workshop Item PeerReviewed application/pdf en http://eprints.usm.my/39330/1/PAPER_52.pdf 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. |
| spellingShingle | NX Arts in general Harun, Azahar Abd Razak, Mohamed Razeef Abd Rahim, Russlan Mohd Radzuan, Lili Eliana Anthropomorphic Stimuli In Brand Design: The Effect Of Human Face Schema |
| title | Anthropomorphic Stimuli In Brand Design:
The Effect Of Human Face Schema
|
| title_full | Anthropomorphic Stimuli In Brand Design:
The Effect Of Human Face Schema
|
| title_fullStr | Anthropomorphic Stimuli In Brand Design:
The Effect Of Human Face Schema
|
| title_full_unstemmed | Anthropomorphic Stimuli In Brand Design:
The Effect Of Human Face Schema
|
| title_short | Anthropomorphic Stimuli In Brand Design:
The Effect Of Human Face Schema
|
| title_sort | anthropomorphic stimuli in brand design the effect of human face schema |
| topic | NX Arts in general |
| url | http://eprints.usm.my/39330/1/PAPER_52.pdf |
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