Maria Galli

Maria Galli

Maria Galli is a researcher and co-author of the paper on circular and angular logo shapes.

Who they are

The work of Maria Galli reaches this site through the paper listed below. The name is tied to Shape-Softness Association.

Key papers

Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments. Journal of Consumer Research, 42(5), 709-726. What it reports: Five experiments: circular logos lead to judgments of softer, angular logos harder; imagery process using the visuospatial part of working memory; effect disappears with irrelevant visual imagery, low imagery tendency, or a conflicting headline; appears with incidental shape priming.

Key ideas

Shape-Softness Association: The finding that circular shapes call up softness and angular shapes call up hardness, which then colours judgments of a product or company.

Sources

  1. Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments. Journal of Consumer Research, 42(5), 709-726.