This paper examines how a critical dimension of logo design, namely naturalness, along with logo color, influences brand gender perceptions, and whether brand-design-induced gender perceptions ultimately impact affective reactions to logos. Data were collected from a sample of 260 participants, using a set of 24 unknown, manipulated logos as stimuli. Results suggest that while cultural logo designs effectively convey brand masculinity, organic logo designs enhance femininity perceptions. Using dark blue and light pink logo colors reinforce masculinity and femininity perceptions, respectively. Both logo masculinity and logo femininity have a positive effect on the affective response toward logos. Furthermore, this research analyzed the moderation effect of color on the link between logo design and logo gender perceptions, as well as the moderation effect of consumers’ gender in the link between logo gender perceptions and affect toward the logo. However, none of these moderation effects were supported by the data. This is the first research to empirically test the effect of natural logo designs on brand gender perceptions and, thereby, on affective reactions toward the logo. The findings provide practical guidelines about the design of a gendered logo using the naturalness of logo design and logo color, thereby facilitating gender targeting efforts.

本文研究了徽标设计的一个关键维度，即自然性以及徽标颜色如何影响品牌性别观念，以及品牌设计引起的性别观念最终是否会影响对徽标的情感反应。使用一组24个未知的，受操纵的徽标作为刺激，从260名参与者的样本中收集数据。结果表明，文化标志设计可以有效传达品牌的男性气质，而有机标志设计则可以增强女性气质。使用深蓝色和浅粉红色徽标颜色分别增强了男性气质和女性气质。徽标的男性气质和徽标的女性气质都对徽标的情感反应产生积极影响。此外，这项研究还分析了颜色对徽标设计和徽标性别观念之间联系的调节作用，以及在徽标性别感知和徽标影响之间的联系中，消费者性别的调节作用。但是，这些节制效果均不受数据支持。这是第一项以实证测试自然徽标设计对品牌性别观念以及由此对徽标的情感反应的影响的研究。研究结果提供了使用徽标设计和徽标颜色的自然性设计性别徽标的实用指南，从而促进了针对性别的工作。对徽标的情感反应。研究结果提供了使用徽标设计和徽标颜色的自然性设计性别徽标的实用指南，从而促进了针对性别的工作。对徽标的情感反应。研究结果提供了使用徽标设计和徽标颜色的自然性设计性别徽标的实用指南，从而促进了针对性别的工作。