Document Type
Article
Article Version
Post-print
Publication Date
2018
Abstract
In this article, we explore Active White Space (AWS)—the space between individual logo design elements—as a stylistic modification that revamps a logo design yet preserves its extant associations. Across three studies, we find AWS to be an effective stylistic logo tool. In Study 1, we find that adding AWS to pictorial logos improves their visual evaluation. In Study 2, we find this positive evaluation to spillover to verbal brand aspects such that logo designs with AWS are perceived to communicate brand descriptions more clearly. In Study 3, we find that logo designs with AWS benefit sophisticated brand personalities the most, followed by sincere, exciting, and competent brand personalities, with no effect on rugged brand personalities.
Publication Title
Journal of Advertising
Repository Citation
Sharma, Nazuk and Varki, Sajeev, "Active White Space (AWS) in Logo Designs: Effects on Logo Evaluations and Brand Communication" (2018). Business Faculty Publications. 225.
https://digitalcommons.fairfield.edu/business-facultypubs/225
Published Citation
Sharma, Nazuk, and Sajeev Varki. "Active White Space (AWS) in Logo Designs: Effects on Logo Evaluations and Brand Communication." Journal of Advertising 47, no.3 (2018): 1-12. https://doi.org/10.1080/00913367.2018.1463880.
DOI
10.1080/00913367.2018.1463880
Peer Reviewed
Comments
Copyright 2018 Taylor & Francis for American Academy of Advertising
This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Advertising in June 2018, available online: http://www.tandfonline.com/10.1080/00913367.2018.1463880.
The author post-print has been archived here with permission from the copyright holder.