Complexity of visual stimuli concerns both perceptual and conceptual aspects, whose joint effect on consumer reactions is not yet clear. This paper analyzes the interplay of visual and conceptual complexity, using single and multiple exposures, in the context of logo evaluation. Specifically, based on the discrepancy-attribution hypothesis, this research maintains that the two forms of complexity generate different effects on attitude at a single exposure. Moreover, this research shows that, under different exposure conditions, visual and conceptual complexity affect attitude following opposite patterns determined by mechanisms of fluency and learning potential. Results of two studies support the hypotheses and provide insights for theory on design complexity and brand management.
Keywords: Complexity, logo design, aesthetics, fluency, discrepancy-attribution hypothesis
Irene Scopelliti, Gaetano "Nino" Miceli, Maria Antonietta Raimondo, Carmela Donato, Breaking through complexity: the effects of visual and conceptual complexity on logo evaluation in "MERCATI E COMPETITIVITÀ" 2/2011, pp. 77-97, DOI:10.3280/MC2011-002006