EXPRESS: The Three-dimensional Effect in Logo Design: When Depth Cues Improve Brand Purchase Likelihood
研究了三维标志相比二维标志能提升品牌购买可能性的原因，发现深度线索通过增强感知真实性和品牌信任起作用，但效果受环境复杂度和产品抽象程度调节。
Brand logos are key visual elements that shape consumers’ perceptions and behaviors. This research advances the logo literature by systematically examining an understudied design feature: three-dimensionality. Three-dimensional (3D) logos incorporate visual depth cues such as shading, perspective, and occlusion, which can make them appear more like tangible objects than two-dimensional (2D) logos. Across multiple field, lab, and online studies, the authors demonstrate that, relative to their 2D counterparts, 3D logos can increase brand purchase likelihood. This effect arises because depth cues in 3D logos evoke mental representations of tangible, physical forms, thereby increasing perceived logo realism and, in turn, enhancing brand trust. Importantly, these benefits are not universal but conditional. The positive effects of 3D logos emerge when logos appear in visually simple environments or when offerings are perceived as more concrete (i.e., higher in tangible dominance). Conversely, in visually complex environments or for abstract offerings with limited physical contact, 3D logos provide little or no advantage over 2D designs. By identifying when depth cues improve consumer responses, this research offers a nuanced theoretical account of logo three-dimensionality and actionable guidance for managers considering 3D logo adoption.