브랜드 로고 리디자인이 소비자의 인지부조화에 미치는 영향에 관한 연구 -식품 브랜드 리디자인을 중심으로-

초록

This study examines how changes in visual elements during brand logo redesigns can cause cognitive dissonance among consumers and, consequently, affect their attitudes toward the brand. As market competition intensifies and the need for brand redesign grows, many companies are reorganizing the visual elements of their brand logos. However, drastic changes to a logo can confuse existing consumers’ perceptions of the brand, potentially leading to psychological discomfort. Accordingly, this study empirically analyzes how four visual elements-typography, color, symbol, and layout-impact cognitive dissonance and brand attitude, focusing on Chinese consumers in the context of food brand logo redesign. A total of 321 valid responses were collected through a self-administered questionnaire. Frequency analysis was employed to determine the extent to which each visual element triggered cognitive dissonance and how this affected brand trust and purchase intention. The results showed that changes in typography caused the greatest degree of cognitive dissonance, followed by changes in color and symbol. Consumers reported greater confusion and discomfort when the redesigned logo visually deviated from the original, which negatively influenced their brand evaluations.

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