Luca Cian

This Logo Moves Me: Dynamic Imagery from Static Images

The authors propose that static visuals can evoke a perception of movement (i.e., dynamic imagery) and thereby affect consumer engagement and attitudes. Focusing on brand logos as the static visual element, the authors measure the perceived movement evoked by the logo and demonstrate that the evoked dynamic imagery affects the level of consumer engagement with the brand logo. They measure consumer engagement through both self-report measures and eye-tracking technology and find that engagement affects consumer attitudes toward the brand. The authors also show that the perceived movement–engagement–attitude effect is moderated by the congruence between perceived movement and brand characteristics. These findings suggest that dynamic imagery is an important aspect of logo design, and if used carefully, it can enhance brand attitudes.

A Sign of Things to Come: Behavioral Change through Dynamic Iconography

We propose that features of static visuals can lead to perceived movement (via dynamic imagery) and prepare the observer for action. We operationalize our research within the context of warning sign icons and show how subtle differences in iconography can affect human behavioral response. Across five studies incorporating multiple methodologies and technologies (click-data heat maps, driving simulations, surveys, reaction time, and eye tracking), we show that warning sign icons that evoke more (vs. less) perceived movement lead to a quicker propensity to act because they suggest greater risk to oneself or others and increase attentional vigilance. Icons used in our studies include children crossing signs near schools, wet floor signs in store settings, and shopping cart crossings near malls. Our findings highlight the importance of incorporating dynamic elements into icon design to promote imagery and thereby elicit desired and responsible consumer behavior.

Verticality and Conceptual Metaphors: A Systematic Review

Verticality (the position of a physical object along the vertical dimension) is a basic aspect of human life. As such, it is co-opted for multiple metaphorical associations. In this review, building on the conceptual metaphor theory, we examine how the vertical dimension is metaphorically connected with critical constructs such as power, valence, concreteness, direction, and rationality/emotions, with important consequences for consumer experience and response. We introduce the verticality-manipulation taxonomy, which highlights new ways to think about the research on this topic. This taxonomy has five dimensions: the object’s verticality, the viewer’s verticality, the imagined verticality, the vertical associations, and the abstract domains. We then identify open issues and conflicting results in the current literature, and we indicate some insights for further research on this topic. We also summarize the key managerial implications arising from the wealth of research on this topic.