Förslag på vidare forskning

Vi valde att avgränsa oss till att inte ta hänsyn till logotypens utformning i vår studie då vi ansåg att detta skulle göra vår studie för bred. Dock har det under intervjuerna visats vara en påverkande faktor för hur respondenterna uppfattat logotypen och dess personlighetsdrag. Det har alltså varit tydligt att respondenternas åsikter inte endast varit baserade på logotypens färg utan också logotypens utformning. Detta har tydlig framkommit under intervjuerna då flertalet av respondenterna motiverat val av personlighetsdrag med logotypens form. Ser vi till detta vill vi påstå att logotypens utformning är en viktig aspekt att ta hänsyn till vad gäller vidare forskning. Förslag till vidare forskning kan därför vara att en liknande studie genomförs men där forskarna tar större hänsyn till logotypens utformning, då det som nämnts visats vara en betydande faktor för våra

84 respondenter. Utifrån detta skulle också en studie där fokus endast ligger på logotypens utformning kunna utföras, vår studie skulle då eventuellt kunna fungera som en jämförelse.

Vi har i vår studie också enbart använt oss av enfärgade logotyper, vilket också skulle kunna vara ett ämne som fungerar för vidare forskning. Även detta är något vissa av respondenterna reagerat på under intervjuerna. De har varit av åsikten att logotypen är något enkel och tråkig, dels på grund av formen men också på grund av de simpla färgvalen som gjorts. Med detta som utgångspunkt kan förslag på vidare forskning vara en studie med flerfärgade logotyper för att studera dess påverkan på hur konsumenterna uppfattar varumärket samt tillskriver varumärket olika personlighetsdrag. Detta skulle i sin tur också praktiskt kunna öka företags medvetenhet och förståelse för hur konsumenterna blir påverkade av olika färgkombinationer samt hur de vidare kan använda sig av detta för att anpassa sin logotyp utifrån sina målgrupper.

Som tidigare nämnts har vi även fokuserat vår studie på en viss subgrupp med ett visst åldersspann. Förslag till vidare forskning skulle därför kunna vara att använda denna studie men på en annan subgrupp eller på konsumenter med ett annat åldersspann. Detta skulle då medföra en jämförande studie till den vi utfört på ekonomstudenter och vidare bidra till ett djup i forskningen. För att skapa detta djup hade vidare forskning också kunnat fokusera på endast en viss bransch, exempelvis inom den finansiella sektorn vilken har varit återkommande associationer för den blå logotypen i denna studie.

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