Country Logotype Visual Attractiveness: Eye-Tracking-Based Model

Grigaliūnaitė Viktorija () and Pilelienė Lina ()
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Grigaliūnaitė Viktorija: PhD, associate professor at the Faculty of Economics and Management, Vytautas Magnus University, Lithuania.
Pilelienė Lina: Professor at the Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: K. Donelaičio str. 58, 44248 Kaunas, Lithuania.

Management of Organizations: Systematic Research, 2023, vol. 89, issue 1, 15-29

Abstract: Country logotype is always considered as a visual part of country branding. This research addresses the country logotype elaboration problem while answering the question: how to attract consumer attention to a country logotype using different combinations of its elements. The aim of the article is to develop an eye-tracking based model of country logotype visual attractiveness. The paper presents experimental research using an eye-tracking system; visual attention to logotypes of European countries was assessed to determine the specific eye-catching elements of a logotype. The analysis revealed that in order to attract consumer visual attention, no visual association with a country is necessary; also, the logotype is preferred to be colorful, having high complexity, and shaped letters must be used. The analysis of the research results enabled elaborating a model of country logotype visual attractiveness, which might be used to facilitate the creation of country logotype.

Keywords: country logotype; eye-tracking; visual attention (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:89:y:2023:i:1:p:15-29:n:6

DOI: 10.2478/mosr-2023-0003

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