title: How Favourable Attitudes are Formed when the Semantic Associations of a Logotype are Congruent with Brand Personality

authors: Mikaere, Emily Jane

subjects: Logotype

abstract: This thesis explores how favourable attitudes are formed when the semantic associations of a logotype are congruent with brand personality. By analysing the attitude response to varying brands sets, the findings from this thesis indicate that congruency within the underlying connotations of the logotype and brand personality did in fact produce positive responses in both attitude and aesthetics. Through the congruency research in this thesis, several influential factors affecting the attitude formation process towards a brand have been found. These factors include varying degrees of font appropriateness effectiveness, the over-powering effect of semantic associations and how underlying consumer behaviour tendencies affect purchasing decisions. The methodology for this project drew on two surveys completed by approximately 200 participants. Two logotypes and two brand slogans are cross-paired with each other resulting in four "brand" variants containing congruent and incongruent brand elements. Findings from this thesis emphasise the importance of underlying semantic associations in typography, as well as bringing a fresh perspective for graphic designers, typographers and type designers to assist their future work with successful logotype design.

text: How Favourable Attitudes are Formed when the Semantic Associations of a Logotype are Congruent with Brand Personality This thesis explores how favourable attitudes are formed when the semantic associations of a logotype are congruent with brand personality. By analysing the attitude response to varying brands sets, the findings from this thesis indicate that congruency within the underlying connotations of the logotype and brand personality did in fact produce positive responses in both attitude and aesthetics. Through the congruency research in this thesis, several influential factors affecting the attitude formation process towards a brand have been found. These factors include varying degrees of font appropriateness effectiveness, the over-powering effect of semantic associations and how underlying consumer behaviour tendencies affect purchasing decisions. The methodology for this project drew on two surveys completed by approximately 200 participants. Two logotypes and two brand slogans are cross-paired with each other resulting in four "brand" variants containing congruent and incongruent brand elements. Findings from this thesis emphasise the importance of underlying semantic associations in typography, as well as bringing a fresh perspective for graphic designers, typographers and type designers to assist their future work with successful logotype design.

year: 2011

title: Challenging the masculinist framing of disaster research

authors: Adams-Hutcheson, Gail

subjects: Social Sciences

abstract: As a touchstone for feminist research, the personal is political sits at the heart of my PhD thesis. The research project began in October 2011, as communities in and around Christchurch (Canterbury) were coping with the impact of both a 7.1 magnitude earthquake 4 September 2010 and a more devastating (to life and architecture) 6.3 magnitude earthquake on 22 February 2011, including thousands of aftershocks (see Wilson 2013). Although I had initially planned to go to Christchurch to research how such a devastating event affected individual households, my feminist politics told me that I should not go. I was not comfortable flying into Christchurch ‘from the outside’ with no direct personal connection to the city nor the disaster. Thus I shifted the focus of the research away from communities in Canterbury toward households relocated to an area where I live, the Waikato region of the North island of Aotearoa New Zealand. Scholars are slowly beginning to acknowledge the powerful politics of (not) seeing disasters as an opportune research possibility (Brun 2009; Gaillard and Gomez 2015; Lund 2012), and I consider this a core strength of a feminist project.

text: Challenging the masculinist framing of disaster research As a touchstone for feminist research, the personal is political sits at the heart of my PhD thesis. The research project began in October 2011, as communities in and around Christchurch (Canterbury) were coping with the impact of both a 7.1 magnitude earthquake 4 September 2010 and a more devastating (to life and architecture) 6.3 magnitude earthquake on 22 February 2011, including thousands of aftershocks (see Wilson 2013). Although I had initially planned to go to Christchurch to research how such a devastating event affected individual households, my feminist politics told me that I should not go. I was not comfortable flying into Christchurch ‘from the outside’ with no direct personal connection to the city nor the disaster. Thus I shifted the focus of the research away from communities in Canterbury toward households relocated to an area where I live, the Waikato region of the North island of Aotearoa New Zealand. Scholars are slowly beginning to acknowledge the powerful politics of (not) seeing disasters as an opportune research possibility (Brun 2009; Gaillard and Gomez 2015; Lund 2012), and I consider this a core strength of a feminist project.

year: 2018

title: Weaving kaupapa Māori and e-Learning

authors: Neal, Terry

subjects: New Zealand

abstract: This paper describes the creation and design of an online professional development course that aims to help educators in New Zealand to weave kaupapa Māori and e-Learning approaches together. The team sought to model weaving of kaupapa Māori and e-Learning approaches in how they worked together and the educational design for the material. The authors propose that educators with these skills are crucial if we are to effectively meet the needs of Māori learners, more than that, of all New Zealand learners, in the 21st century.

text: Weaving kaupapa Māori and e-Learning This paper describes the creation and design of an online professional development course that aims to help educators in New Zealand to weave kaupapa Māori and e-Learning approaches together. The team sought to model weaving of kaupapa Māori and e-Learning approaches in how they worked together and the educational design for the material. The authors propose that educators with these skills are crucial if we are to effectively meet the needs of Māori learners, more than that, of all New Zealand learners, in the 21st century.

year: 2006-09