The influence of visual information of animated and static logos on consumer intention

In a highly competitive market environment, companies utilize intelligent media technology and animation design elements to build brand image, attract consumer attention, and influence their preferences. Animated brand logos, with their eye-catching appeal, can significantly impact consumer responses. This paper aims to explore the influence of visual brand elements, such as animated logos, on consumer purchasing behavior. A total of 233 participants were involved in this study, with 103 exposed to static logos and 120 to animated logos. The study results indicate that both static and animated logos affect consumer purchase intentions. By designing and implementing experiments with animated brand logos, this research helps to broadly understand the role of visual elements in consumer decision-making and provides specific recommendations for enhancing communication effectiveness. Additionally, it emphasizes that intelligent media, through context-aware computing, analyzes consumer behavior and preferences to deliver tailored content, thereby enhancing user experience.