Minimalist or Maximalist Brand Design: Influence on Brand Perception in the Context of Online Stores

Tim Emmermacher (), Jan-Paul Lüdtke () and Atilla Wohllebe ()
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Tim Emmermacher: Fachhochschule Wedel gGmbH
Jan-Paul Lüdtke: Fachhochschule Wedel gGmbH
Atilla Wohllebe: Fachhochschule Wedel gGmbH

Chapter Kapitel 7 in Transformation im Consumer Sales, 2024, pp 91-108 from Springer

Abstract: Abstract Design affects consumers’ brand perception, which in turn influences consumer behavior. It is therefore important for online retailers to understand how the design of an online store influences their brand perception. Using a survey of 212 respondents, this chapter examines how minimalist and maximalist brand design affect the four brand attributes “reliability,” “cheerfulness,” “intelligence,” and “creativity.” The designs are implemented using different dimensionality, color palettes, and space usage. The conjoint analysis shows that a minimalist design is perceived as reliable and intelligent, while a maximalist design is perceived as cheerful and creative. Space utilization is the main driver of reliability and intelligence. Color palette plays the most important role in the perception as cheerful and creative. The results help online stores to adapt their design according to their brand perception goals.

Keywords: Brand Perception; Minimalistic Brand Design; Maximalistic Brand Design; E-Commerce; Conjoint Analysis (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-658-45174-5_7

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