This Logo Moves Me: Dynamic Imagery from Static Images
Journal of Marketing Research, Vol. 51, No. 2, pp. 184-197
15 Pages Posted: 7 Apr 2014 Last revised: 7 Jan 2016
Date Written: 2014
We propose that static visuals can evoke a perception of movement, i.e., dynamic imagery, and thereby impact consumer engagement and attitudes. Focusing on brand logos as the static visual element, we measure the perceived movement evoked by the logo. We demonstrate that the evoked dynamic imagery affects the level of consumer engagement with the brand logo. We measure consumer engagement both through self-report measures, as well as through eye-tracking technology. We find that engagement affects consumer attitudes toward the brand. We also show that the perceived movement – engagement – attitude effect is moderated by the congruence between perceived movement and brand characteristics. Our findings suggest that dynamic imagery is an important aspect of logo design, and if used carefully, can enhance brand attitudes.
Keywords: dynamic imagery, logo design, brand attitudes, engagement, perceived movement
JEL Classification: M30, M31, M37, M39
Suggested Citation: Suggested Citation