HOW DO TYPOGRAPHIC LOGOS AFFECT BRAND PERCEPTION ON CUSTOMERS? “AN EXPERİMENTAL APPLİCATİON”
Abstract views: 261
/ 
PDF downloads: 369
DOI:
https://doi.org/10.26809/joa.2018548675Abstract
The brand is a unique personality that identifies a product, service or person. Therefore, with the 21st century, brands are no longer differentiated not only by service and quality but also by visual and communication strategies. At this point, brands are making intense efforts to identify strategies that will differentiate them from their products and services to the products they use, in the colors they use, in the colors they use, in the markets they choose, in the colors they use, and also in the visual sense to identify strategies that will create the perception they want in consumers. This implies the importance of logo and typography concepts. Fonts are aesthetically pleasing, but functional. When the correct font is used in the right place, it differentiates the brand in the consumer eye.
Typography is one of the most powerful tools of communication that entered our lexicon in 1450s. From the early days of its emergence to the present, it has undergone many changes by passing through the lane roads. With the technological changes that come with the phenomenon of globalization, culture has influenced the change and development of typography. Typography is the written form of the message which is intended to be given to the consumer. It is one of the preferred ways to attract consumer interest about a product and to create a need for product / service on a continuous basis. Our study called ır How Does Typographic Logos Create a Brand Perception on Consumers? Üzerinde is composed of three parts. These sections; Ir Writing and Typography ve, de Consumer Approach / Brand Perception ısı, and Marka Experiment and Interpretation Marka in the last chapter. As a result of this study, 25 students from Selcuk University were selected and typographic logos belonging to three different product categories were shown and these variables added value to the brand in the eyes of consumers in terms of brand perception variables (reliability, product category, durability, cheap / expensive) created by consumers. tried to be questioned through experiment.
Key Words: Typography, brand perception, writing, communication
Downloads
References
AKTUĞLU, IŞIL KARPAT-TEMEL, AYŞEN, 2006, Tüketiciler Markaları Nasıl Tercih Ediyor? Kamu Sektörü Çalışanlarının Giysi Markalarını Tercihini Etkileyen Faktörlere Yönelik Bir Araştırma, Konya: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi.
AMBROSE, GAVIN-HARRIS PAUL, 2012, Görsel Tipografi Sözlüğü, İstanbul: Literatür Yayınları.
BECER, EMRE, 2011, İletişim ve Grafik Tasarım, Ankara: Dost Kitabevi Yayınları.
BECER, EMRE, 2007, Modern Sanat ve Yeni Tipografi, Ankara: Dost Yayınevi.
BECER, EMRE, 1997, İletişim ve Grafik Tasarım, İstanbul: Dost Kitabevi.
CARTER, Rob (2002), Typographic Design, N.Y.: John Wiley and Sons.
COOK A. – FLEURY R., 1989, Type & Color, Amerika Birleşik Devletleri: Bilimsel Eserler, Rockport Publishers.
COP, RUZİYE - BAŞ, YELİZ, 2010, Marka Farkındalığı ve Marka İmajı Unsurlarına Karşı Tüketici Algıları Üzerine Bir Araştırma, Sosyal Ekonomik Araştırmalar Dergisi, (19): 321-340.
ÇANKIRILI, ÇAĞAN, 2008, Şarap Ambalajlarında Görsel Stratejiler ve Bir Uygulama Çalışması, Yüksek Lisans, Ankara: Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü.
DEĞİRMENCİ, NUMAN, 2008, Marka Nedir?, www.pazarlamamakaleleri.com.
DONOUGHUE, CAROL, 2009, Yazının Öyküsü, İstanbul: İş Bankası Kültür Yayınları.
ERDAL, GÜLTEKİN, 2015, İletişim ve Tipografi, İstanbul: Hayalperest Yayınevi.
EVLİYAGİL, ŞEVKET, 2005, Basım Sanayi’nin Temel Kavramları, ANKARA: Ajans-Türk Matbaacılık.
FELICI, JAMES, 2003, The Complate Manual of Typography, Berkeley CA.: Peachpit Press.
GANİZ, SELAHATTİN, 2004, Yazı ve Tasarımcıları, İstanbul: Kastaş Yayınevi.
GRAHAM, LISA, 2002, Basic of Design: Layout and Typography for Beginers, Albany N.Y.: Delmar.
JEAN, GEORGES, 2010, Yazı İnsanlığın Belleği, İstanbul: Yapı Kredi Yayınları.
KABACAN, NİYAZİ NEVERCAN, 2011, Televizyon Reklamlarındaki Tipografik Etkinliğin İncelenmesi, İstanbul: Haliç Üniversitesi.
KAGAN, S. MOISSEJ, 2008, Estetik ve Sanat Notları, İzmir: Karakalem Kitabevi.
METİN, ALİ CAN, 2008, Tipografinin Temel Kavramları ve Türkiye’de Tipografi Eğitimi, Yüksek Lisans, İstanbul: Marmara Üniversitesi, Güzel Sanatlar Enstitüsü.
Downloads
Published
How to Cite
Issue
Section
License
When the article is accepted for publication in the Journal of Awareness, authors transfer all copyright in the article to the Rating Academy Ar-Ge Yazılım Yayıncılık Eğitim Danışmanlık ve Organizasyon Ticaret Ltd. Şti.The authors reserve all proprietary right other than copyright, such as patent rights.
Everyone who is listed as an author in this article should have made a substantial, direct, intellectual contribution to the work and should take public responsibility for it.
This paper contains works that have not previously published or not under consideration for publication in other journals.
