Title: Japanese People Perception of Corporate Logo and Product Design Images in Japan and Arabia

Year of Publication: Nov - 2016
Page Numbers: 137-144
Authors: Ahmad Eibo, Toshiyuki Yamashita, Keiko Kasamatsu
Conference Name: The Second International Conference on Electronics and Software Science (ICESS2016)
- Japan


As a result of increased globalization, the Japanese public and corporations alike are beginning to interact more openly with Arabic corporate. The primary focus of this study is to shed light on and compare corporate logo designs of English alphabet type and product design (logos) images to those of Arabic alphabetic type in Japan. Factor analyses revealed three main images-- “Traditional and Consistent,” “Familiar and Favorable,” and “Creative and Innovative”-- and discovered that Arabic logotypes seems to be creative yet unfamiliar to Japan. Similarly cluster analyses for the factor scores of product logos indicated the same creativity and unfamiliarity in product logos. Moreover Rough sets analyses showed that corporate logos with English alphabetic logotypes were more familiar than those with Arabic alphabetic of the same corporate. Our findings suggest that in order to enhance Arabic corporate Logos in the Japanese marketplace, it is extremely important to familiarize Japanese with the Arabic alphabets.