Research: Do consumers prefer the logo placed high or low on the packaging?

Researchers at the University of Cincinnati in Canada examined how marketers can capitalize on their brand's standing in the marketplace through strategic logo placement on their packaging. Using a conceptual metaphor framework, they found that consumers prefer powerful brands more when the brand logo is featured high rather than low on the brand's packaging, whereas they prefer less powerful brands more when the brand logo is featured low rather than high on the brand's packaging.
The results demonstrate when and how marketers can capitalize on consumers' latent associations through package design. An article about the research is published in the Journal of Marketing.
Click here for an abstract of the article.

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