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Logo typographique et énergie de marque : rôles de la couleur et de l'inclinaison

Author

Listed:
  • Arnaud Sallerin

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Les consommateurs interprètent souvent les logotypes au travers de leurs significations référentielles, communiquées à travers les éléments graphiques et typographiques ainsi que la couleur. L'une des significations d'importance pour les marques est le dynamisme. Alors que les recherches antérieures sur l'imagerie dynamique se sont principalement concentrées sur les logos graphiques, ce travail examine la perception des logos typographiques par les consommateurs. Au travers de deux études expérimentales, nous montrons que les polices de caractères et leur couleur peuvent transmettre efficacement du dynamisme, indépendamment du contenu textuel, influençant ainsi la perception de la marque par les consommateurs.

Suggested Citation

  • Arnaud Sallerin, 2026. "Logo typographique et énergie de marque : rôles de la couleur et de l'inclinaison," Post-Print hal-05503300, HAL.
    • Handle: RePEc:hal:journl:hal-05503300
    as

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