A Study on Consumer Preferences for Eco-Friendly Automobile Brand Logos

Against the backdrop of global environmental protection policies and breakthroughs in ecofriendly technologies, the eco-friendly automobiles industry is currently in a stage of rapid development.Compared to traditional automobiles, eco-friendly automobiles have not only introduced disruptive innovations in product technology but also face unique challenges and opportunities in brand image development and marketing strategies.Consumers' perceptions of eco-friendly automobiles are often closely tied to values such as environmental friendliness, technology, and sustainability.This suggests that brand logos must effectively convey the brand image of eco-friendly automobiles in a way that aligns with consumer preferences to meet the increasing expectations placed on these brands.This study analyzes current design trends of eco-friendly automobile brand logos based on four dimensions and ten categories of design elements identified in previous research and conducts a questionnaire survey to explore consumer preferences.Additionally, semi-structured in-depth interviews are conducted to gain further insights into consumer perceptions.The results of the consumer preference analysis reveal distinct positioning of eco-friendly automobile brands compared to traditional automotive brands.Specifically, eco-friendly automobile brands prioritize simple, intuitive design languages to highlight their technological appeal, environmental consciousness, innovation, and future-oriented vision.These findings reflect consumers' core desire for a brand image that is simple, modern, and efficient.