Kyte, Joanne (2012) Key Considerations of Digital Logo Design Preferences Amongst 16 to 19 year olds within Barnsley, South Yorkshire. Masters thesis, University of Huddersfield.

The purpose of this research study is to highlight the varying design elements within logos in relation to the preferences of 16 to 19 year old students.

Firstly the investigation explores visual communication of colour, type and shape theory. This allows for the production of a case study in which a sample group of 16 – 19 year olds are involved in providing data via an online questionnaire. The questionnaire, including both qualitative and quantitative methods, leads to generalisations and highlights areas for further research. The questionnaire is also supported by empirical findings from group discussions and observations.

The findings from the investigation highlight a number of patterns within preferences in digital logo design. These included; sans serif fonts being favoured over serif, the popularity of the colour blue and the effects of positive shapes within design.

This work shows the importance of preferences in design of logos and allows for educators, designers, marketing psychologist and students to refer to the study to assist in future research within logo designs.

Final_Thesis_-_Feb_2013.pdf - Accepted Version

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