Exploring digital brand personality through loge design: insights for thai and burmese

Abstract

A logo is crucial for businesses in communicating brand personality (BP) to consumers. When logos communicate strong BP, they can support branding strategies, including brand differentiation, which is essential in the current competitive digital market. However, research providing guidelines for logo development with BP through the combinations of logo color, shape, and typeface is limited, especially in Thailand and Myanmar. Therefore, this study conducted a quantitative survey with 122 participants (62 Thais and 60 Burmese) aged 18 to 44. The study examined consumers’ BP perceptions of digital logo designs using different colors, shapes, and typefaces. It also examined consumers’ preferences for logo designs and elements and compared these preferences between the two nationalities. The findings showed that different logo designs were associated with different BP perceptions and levels of preference. At the whole-logo level, Logo 1 and Logo 2, which used green, pink, and white colors, organic or circular shapes, and display typefaces, were strongly associated with all five BP dimensions and received the highest preferences. At the element level, particular shapes and typefaces were also associated with different BP dimensions. The findings from both levels indicated that BP associations were not always the same, showing consistent design patterns for ‘sincerity’ and ‘sophistication’ and more diverse patterns for the other dimensions. Moreover, whole logo, shape, and typeface preferences were generally similar between Thai and Burmese participants. The study contributes to research on logo design, BP, and consumer preferences by providing evidence from Thailand and Myanmar and offeringB practical guidance for developing logo designs that communicate BP and appeal to consumers in café and tea shop businesses