The Influence of Brand Logo Design Elements on Consumer Response: A Systematic Review

As a key sensory asset for enterprises, the design characteristics of the brand logo profoundly influence consumer response. Employing a systematic literature review methodology, this paper aims to clarify the conceptualization and typology of brand logos, alongside the mechanisms through which their design elements affect consumer response. First, the study proposes a broad concept of brand logo (encompassing multi-sensory systems like visual and auditory), moving beyond the limitations of traditional visual-centric approaches. Second, focusing on the two core types – visual logos and sonic logos – it systematically deconstructs the pathways through which design elements influence consumer response. Finally, the paper outlines potential future research directions, including AI-driven dynamic logo design, globalization and cultural adaptation strategies, and multi-sensory integrated experience construction. This provides a framework for theoretical advancement and practical innovation in brand logo design.