DESIGN RESEARCH METHODOLOGY - FINAL SUBMISSION

1/11/18 - 22/11/18 (Week 10 - Week 13)

Linda Oktaviani ( 0333152)

Design Research Methodology 

Research Report and Presentation

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INSTRUCTION

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PRESENTATION SLIDES




My design Research methodology is about logo design :
The problem in this research is can a company change with the intention of betterment, however, there’s a risk to the decision of a capture brand loyalists or customer perception over it.
Moreover, the objective for this research is to understand when logo branding changed how it Impact on customer perception.

   I’ve done 10 critical reviews for my primary research and one of them is consumer response to logo shape redesign. consumer response to logo shape redesign: the influence of brand commitment first of

• all the journals is focused on one aspect of logo redesign: shape, specifically the degree of roundness.
• The journal indicates color have the highest value
• the author argues
• strongly committed consumers will evaluate logo shape changes more negatively
• last but not least the data collected by taking primary data and participant observation

    For my primary data, I used the questionnaire because it’s Easy for people to access and answer the questionnaire and it can be accessed anytime and anywhere. for my questionnaire, I have 23 questions over all that's including optional and open-ended question to get their opinion and I got 70 respondent in overall and I used 4 brands that have been changed in the last 5/10 years for an example which are Instagram, Airbnb, Uber, and itunes to compare the old and the new logo to see how consumer opinion.for the optional, I analyzed that “as we can see here” there’s the highest number for the consumer that prefer the new logo rather than the old logo. 

 strongly, it’s because of the color of that brand.  moreover, the shape also can represent the brand very well. so, The results conducted that color and shape can give a strong impact to the brand and based on my founding mostly company rebranding their logo shape from form to be a flat design which more following designs trends and make their logo looks even better. So, the logo design highly affects the brand.

The other hand I summarized that when logo design changed it can impact consumer perception that makes the consumer feel distrustful because there’s less brand commitment. 

From my data research, there is some similarity with the journal or books that I have a critique. which are

• Changes to logos affected attitude toward the underlying brand 
• The color is a very important element in logo design because color can give impression or perception when a consumer sees it.
• redesigned logos and have
• a more negative attitude toward the brand 

At first, I was thinking to do Interview face to face for data collection. but I realized that my language is strong enough and I feel nervous when I meet new people so I feel worried if I can't understand the conversation very well then I can’t get the data/ answer that I want. so I decide to do the questionnaire. I have a constraint in when I analyze my data it’s because not all my respondent answering my question because I forgot to make the questionnaire “must be filled” so they can submit the answer before completed the answer. The answer can give biased results. maybe the observer will deliberately set a pleasant impression or the opposite.