The Impact of Figure–Ground Reversal in Brand Logos on Brand Attitude

Abstract

Figure–ground reversal (FGR) transcends visual conventions by reversing the roles of figure and ground in brand logo designs. In this research, the authors study how FGR logos affect consumers’ brand attitudes. Using traditional self-reported measures as well as biometric technology, they illuminate the unique nature of FGR's underlying mechanism and identify moderators to shed additional light on that process. Specifically, they find that the positive effect of FGR logos on brand attitude is mediated by engagement and aesthetic appeal, and moderated by the visual identification and semantic interpretability of FGR objects. Across a multimethod investigation that includes live-bidding, incentive-compatible willingness-to-pay, eye-tracking, and multiple boundary condition experiments, the authors provide empirical support for these effects and reveal the underlying mechanism. They conclude by discussing the contributions of the research to the literature on visual marketing phenomena and the implications of the findings for better visual branding in the marketplace.