مقاله سال ۲۰۱۶

 مجله تحقیقات بازاریابی – Journal of Business Research

When we are happy, when we rejoice, we move our arms toward the sky: it’s a universal sign when we are experiencing a very positive emotion. Everything which points up in the air seems preferable, metaphorically speaking, to what points downwards. That is why it is difficult to believe that going down does not bring a feeling of depression with it. Look at watch or clock images in advertisements: the hands are always at ten to two, because that projects a subtle smile. What would it seem if they were pointing at six thirty? The same with trajectories: people seem to prefer something positive increasing in an exponential way, rather than with a slower pace because, when we deal with something positive, we want it all and we want it now! Think of an interest rate on one of your investments: would you prefer it increasing in a fast or in a slow way? In this paper we deal with marketing communications and try to apply these concepts to the design of animated company logos. We do this in a mobile marketing environment, where animation and short movements are allowed by the Graphics Interchange Format (GIF), a widespread technology applied to electronic advertising.