Loose = fun? How interstitial space in brand logos affects product perception

This research examines how a ubiquitous logo design element—interstitial space—affects consumers’ perceptions of whether a brand’s products are hedonic or utilitarian. Seven preregistered studies demonstrate that consumers are likely to infer a brand’s products to be more hedonic (vs. utilitarian) oriented when the brand has a spacious logo (vs. compact logo). This effect is driven by consumers’ feelings of relaxation, and it can be attenuated when a logo includes a relaxing image. Therefore, consumers have a higher purchase intention toward a brand with a spacious logo (vs. a compact logo) when they have a hedonic shopping goal (vs. a utilitarian shopping goal). Additionally, consumers are more likely to support a hedonic brand changing its logo design from a compact one to a spacious one, but they tend to support a utilitarian brand changing its logo design from a spacious one to a compact one.