The universality of design perception and response is tested using data collected from 10 countries: Argentina, Australia, China, Germany, Great Britain, India, The Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural equation model is developed that...

Guidelines for designing visual brand stimuli are developed using logo evaluations in China and Singapore. Significant relationships were found between design elements and such desired consumer responses as positive affect, quality perceptions, recognition, consensus in meaning, and geomancy....