The effect of brand design on brand gender perceptions and brand preference

Abstract

Purpose

This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity.

Design/methodology/approach

This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands.

Findings

Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions.

Research limitations/implications

Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research.

Practical implications

This research demonstrates how markers of masculinity and femininity that are discussed in the evolutionary psychology literature can be applied to the brand design of new and existing brands.

Originality/value

This research considers the impact of multiple brand design elements (logo shape, brand name, type font and color) and involves a wide range of brands and product categories.

Citation

Lieven, T., Grohmann, B., Herrmann, A., Landwehr, J.R. and van Tilburg, M. (2015), "The effect of brand design on brand gender perceptions and brand preference", European Journal of Marketing, Vol. 49 No. 1/2, pp. 146-169. https://doi.org/10.1108/EJM-08-2012-0456