The impact of geometrical forms on logos an exmamle of the snack sector

Today, the sale and consumption of fast moving consumer goods is increasing day by day and brands in this sector increase their advertising investments in order to be one step ahead of their competitors. The snacks sector is one of the fast moving consumer products. In the snack sector, brands are in the market with new and different flavors. Brands that want to increase their sales rates pay attention to the presentation and packaging of their products. Brands, which take care to ensure that their product packages are of the interest of the consumer and that they explain the product content, design the visual elements they use in their packaging in line with the interest of their target audience. The important factor of packaging design is the emblems and logos, which are also the primary communication tools of the brand. Along with the supporting elements for this factor, packaging design is made using visual elements linked to the product content. Emblems and logos are the most important visual elements used by the brand in its visible and promotional materials. These elements, which are the signature of the brand in all advertising activities, are designed in line with the target audience determined while designing corporate identities. Factors affecting emblem and logo preferences; color, text style, shape / form / form are three basic elements. Colors are determined according to sectors and continue within the framework of certain accepted design preferences. Writing styles continue in a plane determined according to the vision and brand approaches of the institutions. The forms used in the logos are used considering different variables. The aim of this study was to determine the preference of the target group and the factors that affect the geometric forms on the logos. Demographic information was asked to the participants in addition to the survey, snack purchase frequency, snack product preferences, what you pay attention to when buying snack products, snack product packaging, do you examine the items? and the geometric forms of the 13 brands used in the logos according to the sales margins and product ranges in the snack sector, two forms were applied besides their own forms and visual preference situations were asked. According to the answers given, it has been revealed that geometric form preferences vary. It is seen that the geometric form preferred by the target group in the snack sector is round forms with a significant preference ratio.