Anthropomorphic Stimuli In Brand Design: The Effect Of Human Face Schema

• Main Authors: Harun, Azahar, Abd Razak, Mohamed Razeef, Abd Rahim, Russlan, Mohd Radzuan, Lili Eliana
• Format: Conference or Workshop Item
• Language: English
• Published: 2016
• Subjects: NX Arts in general
• Online Access: http://eprints.usm.my/39330/1/PAPER_52.pdf; http://eprints.usm.my/39330/

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 character...