ANTHROPOMORPHIC STIMULI IN BRAND DESIGN - THE EFFECT OF HUMAN FACE SCHEMA

Aug 21, 2026

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Numerous studies highlight anthropomorphism as a marketing approach that evokes emotion, supports interaction, and shapes consumer purchase decisions. Brand logos such as KFC, Michelin, and M&M illustrate how human-like cues can enhance recognition. The work examines which anthropomorphic graphic stimuli most effectively engage viewers and build consumer relationships. A visual preference survey with 119 participants assessed 15 symbol types containing human-face schema features, revealing symbols that improve visual appeal judgments and acceptance.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages14

Reading Time35 min

AccessFree to download

Abstract

Introduction

Literature Reviews

ANTHROPOMORPHIC STIMULI IN BRAND DESIGN: THE EFFECT OF HUMAN FACE SCHEMA Azahar Harun 1 Universiti Teknologi Mara [1](1 azaharh@gmail.com)[ azaharh@gmail.com](1 azaharh@gmail.com) Mohamed Razeef Abd Razak 2 Universiti Teknologi Mara [2](2 r4z33f@yahoo.com)[ r4z33f@yahoo.com](2 r4z33f@yahoo.com) Russlan Abd Rahim 3 Universiti Teknologi Mara [3](3 rusr2001@yahoo.com)[ rusr2001@yahoo.com](3 rusr2001@yahoo.com) Lili Eliana Mohd Radzuan 4 Universiti Teknologi Mara [4](4 elialirad@gmail.com)[ elialirad@gmail.com](4 elialirad@gmail.com) ABSTRACT Numerous studies claim that creative designers and advertisers often use anthropomorphism as a marketing tool for evoking emotion, facilitating interaction and influencing consumer’s buying decision. Brand names such as KFC, Michelin and M&M earn recognition and popularity due to human characteristic embedded in its logo design. In spite of this, it is unclear what kind of anthropomorphic stimuli that can effectively engage consumers and establish relationship. Hence, we hypothesize that viewers would be more responsive towards symbols that imitates human characteristic. To test this, a visual preference survey was conducted. Based on a scale of 1 Not Familiar to 5 Extremely Familiar, one hundred and nineteen (n=119) participants rated fifteen (15) types of graphic symbol (made of circle, square, triangle, line and dots) which have been embedded with anthropomorphic stimuli. Findings of the study identify several graphic symbols with familiar anthropomorphic stimuli have the ability to influence judgment on visual appeal and acceptance. Key Words Anthropomorphism Stimuli, Logo Design INTRODUCTION A brand design like logo or trade symbols can be defined as a communication tool, which is essential for advertisers and marketers to distinguish, convince, disseminate message and reflect company’s good image. According to Henderson and Cote (1998) a typical brand design, which normally contains graphic elements such as symbol, icon, typography and images serve none other than to create strong identity for acceptance. This is to ensure that the brand design will be able to prolong recognition and ultimately influence consumer’s buying decision. Nevertheless how can a brand design promote itself? Scholar believes that it should all begin at the design stage. According to De Chernatony (2006) the design of a brand should not be tactically but strategically well-thought-out. In other words the designer should carefully exploit all kinds of design options (colour, fonts, shape, lines, etc. ) so that the final outcome will expose “the core essence of the nature of the brand”(Chernatony, 2006) . In conjunction, certain Malaysian brand design such as PETRONAS, AirAsia, Malaysia Airline and Proton are already recognized internationally. This recognition, in a way, illustrates the degree of importance for creative designer and marketer to give serious attention to the detail artwork and communicative aspect of the brand design before releasing it to the public. In addition to this, some researchers have recognized the use of anthropomorphism to evoke emotion, facilitating interaction and influencing consumer’s buying decision. Studies by Waytz, Cacioppo and Epley (2014) suggests that marketers should consider anthropomorphism because it will establish empathic connection with non nonhuman agents, for judgments of responsibility and culpability, and for creating social influence. Rauschnabel and Ahuvia (2014) state that anthropomorphism is essential in brand marketing. They believe that the more consumer perceive anthropomorphism in a brand, eventually they will develop intimate relationship, trust and loyalty. This phenomenon is referred as brand love. They concluded by identifying four promising ways that can increase perceived anthropomorphism in a brand, 1. Communicate in the first person, 2. Use of stimuli that imitate human characteristic, 3. create a strong brand p

FAQs

Why do marketers use anthropomorphism in brand design?

Anthropomorphism helps evoke emotion, facilitate interaction, and influence consumer buying decisions by creating empathic connections and stronger perceived brand relationships.

What method was used to test anthropomorphic stimuli in logo symbols?

A visual preference survey was conducted where 119 participants rated 15 types of graphic symbols containing anthropomorphic stimuli on a familiarity scale from 1 to 5.

What is the focus of the study’s anthropomorphism theory and definitions?

The literature explains anthropomorphism as a tendency to attribute human elements to nonhuman objects and discusses cognitive and social factors such as sociality, effectance, and elicited agent knowledge.

Aug 21, 2026

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