Loose = fun? How interstitial space in brand logos affects product perception

• Interstitial space in brand logos influences consumers’ perceptions of products, especially their perceptions of whether the product is hedonic or utilitarian. This effect is driven by feelings of relaxation. • Adding relaxing design elements to brand logos can heighten feelings of relaxation and make consumers perceive the brand’s products as more hedonic, regardless of whether the logo design is compact or spacious. • Consumers are more likely to support a hedonic brand changing its logo design from a compact one to a spacious one; however, they tend to support a utilitarian brand changing its logo design from a spacious one to a compact one. This research examines how a ubiquitous logo design element—interstitial space—affects consumers’ perceptions of whether a brand’s products are hedonic or utilitarian. Seven preregistered studies demonstrate that consumers are likely to infer a brand’s products to be more hedonic (vs. utilitarian) oriented when the brand has a spacious logo (vs. compact logo). This effect is driven by consumers’ feelings of relaxation, and it can be attenuated when a logo includes a relaxing image. Therefore, consumers have a higher purchase intention toward a brand with a spacious logo (vs. a compact logo) when they have a hedonic shopping goal (vs. a utilitarian shopping goal). Additionally, consumers are more likely to support a hedonic brand changing its logo design from a compact one to a spacious one, but they tend to support a utilitarian brand changing its logo design from a spacious one to a compact one.