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A Study of 597 Logos Shows Which Kind Is Most Effective

• Jonathan Luffarelli,
• Mudra Mukesh,
• Ammara Mahmood

Is your logo too simple for its own good?

Great logos help sell products. But what kind of logo is right for your brand? Researchers analyzed 597 companies to answer this question. They discovered descriptive logos (those that include visual design elements that communicate the type of product) more favorably affect consumers’ brand perceptions than nondescriptive ones (logos that are not indicative of the type of product). They also found that descriptive logos are more likely to improve brand performance — unless consumers associate your product with sad or unpleasant things, in which case a nondescriptive logo is probably better.

Imagine you are a marketing manager about to launch a brand called Noxu, which markets jigsaw puzzles. You just received an email from your CEO, asking you to choose between two logos. Your goal is to choose the one that will make the launch more successful. Which logo should you choose: the one on the right or the one on the left?

• JL Jonathan Luffarelli is an Assistant Professor of Marketing at Montpellier Business School (France). He studies brand aesthetics, logo design, and brand personality. His work has appeared in premier journals such as the Journal of Marketing Research and Journal of Business Venturing .
• MM Mudra Mukesh is an Assistant Professor of Marketing at Westminster Business School in England. Her main research interests are in the area of consumer well-being and social media. Her work has been published in leading journals such as the Journal of Marketing Research and the Journal of Business Venturing .
• AM Ammara Mahmood is an Assistant Professor of Marketing at Lazaridis School of Business and Economics in Canada. Her main research interests include exploring the impact of social media marketing and platforms on online content consumption. Her work has been published in leading journals such as  Management Science , the Journal of Marketing Research , and the Journal of Business Venturing.

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Brand Logo Design: Examining Consumer Response to Naturalness

Purpose – This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely naturalness, and investigated the influence of the different types of natural logo designs on affective response. Design/methodology/approach - Ninety-six logos were selected as design stimuli. The logos were previously classified, according to the naturalness of the logo design, as having an abstract, cultural or organic design. Responses were gathered through a survey in Portugal, including two studies with 220 participants. Findings - Results show that naturalness is an essential logo design element which significantly influences consumer affective responses to the logo, and that natural logos are clearly preferred to abstract logos. Additionally, this research indicates that, within natural logos, organic designs are favored over cultural designs. Practical implications – The findings presented suggest that affect toward unknown organic logos is at the same level as affect toward well-known abstract logos This is a relevant finding from a managerial point of view, since familiarity, an essential cognitive response toward the brand that has a cost for the firm, can be replaced cost-free with unknown organic logos. Originality/value – This paper is a first exploration of responses to different types of natural logo design. The results should guide managers in selecting or modifying logo designs for achieving a positive affective response.

Related Papers

Joana Machado

Leonor Vacas de Carvalho

Literature concerned with logo strategy suggests that the aesthetic appeal of brand logos significantly influences consumer responses. Yet, despite the fact that companies invest significant amounts of time and money promoting, updating and changing their logos, empirical studies of logo design issues are rare. In particular, there is little systematic research on the effect of logo design across different cultures. The main purpose of this research is to address the communalities and asymmetries between consumer responses to logo design across cultures. In particular, we focus on the influences of different types of natural designs on consumers’ affective responses in three different countries, Portugal, Spain and The Netherlands. Findings should provide relevant contributions for multinational companies since logos are critical brand identity sings and they tend to be used in an unaltered form in new markets

Measuring Business Excellence

Giorgio De Marchis

Purpose – This research aims to provide data and insights about the perception of commercial logos and to offer practical benchmark data useful to business organizations. Design/methodology/approach – The first study uses a pencil-and-paper survey to gather perceptual data about familiarity, subjective and objective visual complexity, aesthetic attraction, emotionality, number of colors and symbolic-social-status function of 142 brand logos. The second study uses a response time methodology to measure variables related to memory (i.e., cued recall and types of nonresponse). Findings – The paper offers insights into the relationship of relevant symbol-related variables. Emotional arousal correlates positively to aesthetic attraction and cued recall, and negatively to symbol knowledge. Emotional arousal and social reputation correlate weakly. Business organizations should be interested in knowing how users rate the emotions of their own and other organizations’ isotypes. Familiarity correlates negatively to response times, and positively to proper cued recall, aesthetic attraction and selfassessment manikin emotional scale. The subjective measure of complexity and the measures related to emotions correlate. Surprisingly, no correlation exists for the objective measure of complexity with emotion. The results could indicate that an unknown effect of mere exposure of complexity exists. The study found no correlation between visual complexity and variables related tomemory. Practical implications – Values of performance are needed to interpret business excellence. Data presented as supplementary file can be used for benchmark brand-logo relevant aspects. Also, the study suggests measuring the emotional value of logos, especially strength, as it is a predictor of recall. Moreover, companies with a socially reputed logo should try to create an emotional link to it. Repetition and likeness are two ways to improve emotional ratings. Therefore, the study suggests organizations to assure that their target likes their logo. As more complex logos are considered more attractive, the authors would recommend organizations to test logos with different degrees of complexity. Originality/value – This study is the first that offers normative logo data that can be used by practitioners as a benchmark of logo performance. Moreover, it promotes future research as it confirms and disconfirms previous findings and offers some new insight on brand research.

Literature concerned with logo strategy suggests that the aesthetic appeal of brand logo significantly influences consumer reactions. The main purpose of this research is to study the influence of the different categories of figurative logo designs on consumer response. Through two studies in three countries, this research sheds light on consumer logo preferences, by investigating the psychological properties of the figurativeness of logo design. Results showed that figurativeness is an essential design element that significantly influences affective responses. Moreover, results suggest that natural designs are clearly preferred, and that the appeal of the different categories of figurative designs seems to be

ACR North American Advances

Claudia Townsend

Interdisciplinary journal of contemporary research in business

Dr.Yasir A. Soomro

The objective of this research paper was to find out that what impact does logo of the company has on the consumer perception. How consumer perceive various logos with varying color, symbols and signs. Authors have used different logos and showed it to consumers. The questionnaire was developed and through stratified random sampling; it was administrated among sample population of 250. Regression analysis was used as statistical tool to analyze the relationship among dependent and independent variable. The findings showed that Consumer perception is significantly affected by logo of the company.

ERIM Report Series …

Christian Bluemelhuber

Despite the relevance of logos as communication cues, empirical studies of logo design issues in marketing journals are still scarce (Peterson et al., 2015). This study seeks to address this research gap by examining consumers’ responses to logo design, and specifically to the different types of natural designs, at a behavioral and psychological level. Additionally, we explore whether socio-demographic variables and consumer personality traits are sources of differences in such reactions

Miriam Flores

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Vintage logo for the book publishing company

Symbolic red feather incorporated into the circle gives a very personal touch of the logo.

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A concept for a logo. Publishing and editing. Not going to win, so if you like it and want this applied to your business or company, it will be available over 1-to-1 projects.

Bookstore/Café Logo Design

Logo designed for Ditmas Bound, a bookstore and café in Brooklyn, NY.

Elegant and intellectual Cyrillic logo for the crowdfunding web-platform

Sugar Pine Press Logo Illustration

Sugarpine Press publishes fantasy literature and adult science fiction in both ebook and Audible form. Highlights: Mystery, curiosity, imagination and a light in the darkness. Send me a message if you are interested in a fantasy logo :)

Las Herramientas del Escritor

Las Herramientas del Escritor is a blog focused on handwriting, dedicated to informing, explaining tools, techniques and giving an inspiration for developing and encouraging its practice. The inspiration for the logo is a double dagger symbol, which is commonly used in modern typography to mark a (third) footnote, due to its numerous meanings. For example, the metaphorical meaning of "double-edged sword", or in alchemical symbolism, the swords crossed in fighting represent the most highly concentrated mind - the power of thought, purification and transformation, and in chess notation double dagger marks a checkmate at the completion of moves etc. Target audience: male, in his thirties or forties, middle class, liberal profession, high cultural knowledge and taste for exclusive experiences, especially handwriting and all related meanings: attention to detail, literacy, culture and vintage ways of living (less stressful and technological).

Griggsby's Station

The contest started with a different request, then the CH changed ideas a couple of time about the elements to have in the logo. This is my concept. Enjoy it!

The Deaf Poets Society Logo Design

The Deaf Poets Society is an online literary journal that publishes poetry and art by D/deaf and/or disabled writers and artists. Founded in 2016, our mission is to provide a venue for D/deaf and disability literature and art, as well as to connect readers with established and emerging talent in the field. Worked with Sarah and her team to create a hand drawn memorable pictoral logo that could be paired with customized wordmark.

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BuffEnglish Logo

A logo for a YouTube channel discussing classic literature. The box recalls the design of labels on old book covers like original covers of the classic literature discussed on the channel. The sans serif typeface and simple, solid lines give a sleek, modern twist to the classic style. The curved line at the bottom evokes an open book with the words "BuffEnglish" appears to be bursting out of it.

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What makes a good literature logo?

A great logo shows the world what you stand for, makes people remember your brand, and helps potential customers understand if your product is right for them. Logos communicate all of that through color, shape and other design elements. Learn how to make your literature logo tell your brand’s story.

Types of logos There are 7 different types of logos. They’re all a combination of image and typography, but each gives your brand a distinct feel... Keep reading

Logo colors Choosing the right logo colors can highlight your business’ strengths and help you attract the right customers... Keep reading

Logo shapes The shape of your logo can tell customers if your company is friendly or serious, scientific or artistic, traditional or cutting edge... Keep reading

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Organizing Your Social Sciences Research Paper

• 5. The Literature Review
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A literature review surveys prior research published in books, scholarly articles, and any other sources relevant to a particular issue, area of research, or theory, and by so doing, provides a description, summary, and critical evaluation of these works in relation to the research problem being investigated. Literature reviews are designed to provide an overview of sources you have used in researching a particular topic and to demonstrate to your readers how your research fits within existing scholarship about the topic.

Fink, Arlene. Conducting Research Literature Reviews: From the Internet to Paper . Fourth edition. Thousand Oaks, CA: SAGE, 2014.

Importance of a Good Literature Review

A literature review may consist of simply a summary of key sources, but in the social sciences, a literature review usually has an organizational pattern and combines both summary and synthesis, often within specific conceptual categories . A summary is a recap of the important information of the source, but a synthesis is a re-organization, or a reshuffling, of that information in a way that informs how you are planning to investigate a research problem. The analytical features of a literature review might:

• Give a new interpretation of old material or combine new with old interpretations,
• Trace the intellectual progression of the field, including major debates,
• Depending on the situation, evaluate the sources and advise the reader on the most pertinent or relevant research, or
• Usually in the conclusion of a literature review, identify where gaps exist in how a problem has been researched to date.

Given this, the purpose of a literature review is to:

• Place each work in the context of its contribution to understanding the research problem being studied.
• Describe the relationship of each work to the others under consideration.
• Identify new ways to interpret prior research.
• Reveal any gaps that exist in the literature.
• Resolve conflicts amongst seemingly contradictory previous studies.
• Identify areas of prior scholarship to prevent duplication of effort.
• Point the way in fulfilling a need for additional research.
• Locate your own research within the context of existing literature [very important].

Fink, Arlene. Conducting Research Literature Reviews: From the Internet to Paper. 2nd ed. Thousand Oaks, CA: Sage, 2005; Hart, Chris. Doing a Literature Review: Releasing the Social Science Research Imagination . Thousand Oaks, CA: Sage Publications, 1998; Jesson, Jill. Doing Your Literature Review: Traditional and Systematic Techniques . Los Angeles, CA: SAGE, 2011; Knopf, Jeffrey W. "Doing a Literature Review." PS: Political Science and Politics 39 (January 2006): 127-132; Ridley, Diana. The Literature Review: A Step-by-Step Guide for Students . 2nd ed. Los Angeles, CA: SAGE, 2012.

Types of Literature Reviews

It is important to think of knowledge in a given field as consisting of three layers. First, there are the primary studies that researchers conduct and publish. Second are the reviews of those studies that summarize and offer new interpretations built from and often extending beyond the primary studies. Third, there are the perceptions, conclusions, opinion, and interpretations that are shared informally among scholars that become part of the body of epistemological traditions within the field.

In composing a literature review, it is important to note that it is often this third layer of knowledge that is cited as "true" even though it often has only a loose relationship to the primary studies and secondary literature reviews. Given this, while literature reviews are designed to provide an overview and synthesis of pertinent sources you have explored, there are a number of approaches you could adopt depending upon the type of analysis underpinning your study.

Argumentative Review This form examines literature selectively in order to support or refute an argument, deeply embedded assumption, or philosophical problem already established in the literature. The purpose is to develop a body of literature that establishes a contrarian viewpoint. Given the value-laden nature of some social science research [e.g., educational reform; immigration control], argumentative approaches to analyzing the literature can be a legitimate and important form of discourse. However, note that they can also introduce problems of bias when they are used to make summary claims of the sort found in systematic reviews [see below].

Integrative Review Considered a form of research that reviews, critiques, and synthesizes representative literature on a topic in an integrated way such that new frameworks and perspectives on the topic are generated. The body of literature includes all studies that address related or identical hypotheses or research problems. A well-done integrative review meets the same standards as primary research in regard to clarity, rigor, and replication. This is the most common form of review in the social sciences.

Historical Review Few things rest in isolation from historical precedent. Historical literature reviews focus on examining research throughout a period of time, often starting with the first time an issue, concept, theory, phenomena emerged in the literature, then tracing its evolution within the scholarship of a discipline. The purpose is to place research in a historical context to show familiarity with state-of-the-art developments and to identify the likely directions for future research.

Methodological Review A review does not always focus on what someone said [findings], but how they came about saying what they say [method of analysis]. Reviewing methods of analysis provides a framework of understanding at different levels [i.e. those of theory, substantive fields, research approaches, and data collection and analysis techniques], how researchers draw upon a wide variety of knowledge ranging from the conceptual level to practical documents for use in fieldwork in the areas of ontological and epistemological consideration, quantitative and qualitative integration, sampling, interviewing, data collection, and data analysis. This approach helps highlight ethical issues which you should be aware of and consider as you go through your own study.

Systematic Review This form consists of an overview of existing evidence pertinent to a clearly formulated research question, which uses pre-specified and standardized methods to identify and critically appraise relevant research, and to collect, report, and analyze data from the studies that are included in the review. The goal is to deliberately document, critically evaluate, and summarize scientifically all of the research about a clearly defined research problem . Typically it focuses on a very specific empirical question, often posed in a cause-and-effect form, such as "To what extent does A contribute to B?" This type of literature review is primarily applied to examining prior research studies in clinical medicine and allied health fields, but it is increasingly being used in the social sciences.

Theoretical Review The purpose of this form is to examine the corpus of theory that has accumulated in regard to an issue, concept, theory, phenomena. The theoretical literature review helps to establish what theories already exist, the relationships between them, to what degree the existing theories have been investigated, and to develop new hypotheses to be tested. Often this form is used to help establish a lack of appropriate theories or reveal that current theories are inadequate for explaining new or emerging research problems. The unit of analysis can focus on a theoretical concept or a whole theory or framework.

NOTE : Most often the literature review will incorporate some combination of types. For example, a review that examines literature supporting or refuting an argument, assumption, or philosophical problem related to the research problem will also need to include writing supported by sources that establish the history of these arguments in the literature.

Baumeister, Roy F. and Mark R. Leary. "Writing Narrative Literature Reviews."  Review of General Psychology 1 (September 1997): 311-320; Mark R. Fink, Arlene. Conducting Research Literature Reviews: From the Internet to Paper . 2nd ed. Thousand Oaks, CA: Sage, 2005; Hart, Chris. Doing a Literature Review: Releasing the Social Science Research Imagination . Thousand Oaks, CA: Sage Publications, 1998; Kennedy, Mary M. "Defining a Literature." Educational Researcher 36 (April 2007): 139-147; Petticrew, Mark and Helen Roberts. Systematic Reviews in the Social Sciences: A Practical Guide . Malden, MA: Blackwell Publishers, 2006; Torracro, Richard. "Writing Integrative Literature Reviews: Guidelines and Examples." Human Resource Development Review 4 (September 2005): 356-367; Rocco, Tonette S. and Maria S. Plakhotnik. "Literature Reviews, Conceptual Frameworks, and Theoretical Frameworks: Terms, Functions, and Distinctions." Human Ressource Development Review 8 (March 2008): 120-130; Sutton, Anthea. Systematic Approaches to a Successful Literature Review . Los Angeles, CA: Sage Publications, 2016.

Structure and Writing Style

I.  Thinking About Your Literature Review

The structure of a literature review should include the following in support of understanding the research problem :

• An overview of the subject, issue, or theory under consideration, along with the objectives of the literature review,
• Division of works under review into themes or categories [e.g. works that support a particular position, those against, and those offering alternative approaches entirely],
• An explanation of how each work is similar to and how it varies from the others,
• Conclusions as to which pieces are best considered in their argument, are most convincing of their opinions, and make the greatest contribution to the understanding and development of their area of research.

The critical evaluation of each work should consider :

• Provenance -- what are the author's credentials? Are the author's arguments supported by evidence [e.g. primary historical material, case studies, narratives, statistics, recent scientific findings]?
• Methodology -- were the techniques used to identify, gather, and analyze the data appropriate to addressing the research problem? Was the sample size appropriate? Were the results effectively interpreted and reported?
• Objectivity -- is the author's perspective even-handed or prejudicial? Is contrary data considered or is certain pertinent information ignored to prove the author's point?
• Persuasiveness -- which of the author's theses are most convincing or least convincing?
• Validity -- are the author's arguments and conclusions convincing? Does the work ultimately contribute in any significant way to an understanding of the subject?

II.  Development of the Literature Review

Four Basic Stages of Writing 1.  Problem formulation -- which topic or field is being examined and what are its component issues? 2.  Literature search -- finding materials relevant to the subject being explored. 3.  Data evaluation -- determining which literature makes a significant contribution to the understanding of the topic. 4.  Analysis and interpretation -- discussing the findings and conclusions of pertinent literature.

Consider the following issues before writing the literature review: Clarify If your assignment is not specific about what form your literature review should take, seek clarification from your professor by asking these questions: 1.  Roughly how many sources would be appropriate to include? 2.  What types of sources should I review (books, journal articles, websites; scholarly versus popular sources)? 3.  Should I summarize, synthesize, or critique sources by discussing a common theme or issue? 4.  Should I evaluate the sources in any way beyond evaluating how they relate to understanding the research problem? 5.  Should I provide subheadings and other background information, such as definitions and/or a history? Find Models Use the exercise of reviewing the literature to examine how authors in your discipline or area of interest have composed their literature review sections. Read them to get a sense of the types of themes you might want to look for in your own research or to identify ways to organize your final review. The bibliography or reference section of sources you've already read, such as required readings in the course syllabus, are also excellent entry points into your own research. Narrow the Topic The narrower your topic, the easier it will be to limit the number of sources you need to read in order to obtain a good survey of relevant resources. Your professor will probably not expect you to read everything that's available about the topic, but you'll make the act of reviewing easier if you first limit scope of the research problem. A good strategy is to begin by searching the USC Libraries Catalog for recent books about the topic and review the table of contents for chapters that focuses on specific issues. You can also review the indexes of books to find references to specific issues that can serve as the focus of your research. For example, a book surveying the history of the Israeli-Palestinian conflict may include a chapter on the role Egypt has played in mediating the conflict, or look in the index for the pages where Egypt is mentioned in the text. Consider Whether Your Sources are Current Some disciplines require that you use information that is as current as possible. This is particularly true in disciplines in medicine and the sciences where research conducted becomes obsolete very quickly as new discoveries are made. However, when writing a review in the social sciences, a survey of the history of the literature may be required. In other words, a complete understanding the research problem requires you to deliberately examine how knowledge and perspectives have changed over time. Sort through other current bibliographies or literature reviews in the field to get a sense of what your discipline expects. You can also use this method to explore what is considered by scholars to be a "hot topic" and what is not.

III.  Ways to Organize Your Literature Review

Chronology of Events If your review follows the chronological method, you could write about the materials according to when they were published. This approach should only be followed if a clear path of research building on previous research can be identified and that these trends follow a clear chronological order of development. For example, a literature review that focuses on continuing research about the emergence of German economic power after the fall of the Soviet Union. By Publication Order your sources by publication chronology, then, only if the order demonstrates a more important trend. For instance, you could order a review of literature on environmental studies of brown fields if the progression revealed, for example, a change in the soil collection practices of the researchers who wrote and/or conducted the studies. Thematic [“conceptual categories”] A thematic literature review is the most common approach to summarizing prior research in the social and behavioral sciences. Thematic reviews are organized around a topic or issue, rather than the progression of time, although the progression of time may still be incorporated into a thematic review. For example, a review of the Internet’s impact on American presidential politics could focus on the development of online political satire. While the study focuses on one topic, the Internet’s impact on American presidential politics, it would still be organized chronologically reflecting technological developments in media. The difference in this example between a "chronological" and a "thematic" approach is what is emphasized the most: themes related to the role of the Internet in presidential politics. Note that more authentic thematic reviews tend to break away from chronological order. A review organized in this manner would shift between time periods within each section according to the point being made. Methodological A methodological approach focuses on the methods utilized by the researcher. For the Internet in American presidential politics project, one methodological approach would be to look at cultural differences between the portrayal of American presidents on American, British, and French websites. Or the review might focus on the fundraising impact of the Internet on a particular political party. A methodological scope will influence either the types of documents in the review or the way in which these documents are discussed.

Other Sections of Your Literature Review Once you've decided on the organizational method for your literature review, the sections you need to include in the paper should be easy to figure out because they arise from your organizational strategy. In other words, a chronological review would have subsections for each vital time period; a thematic review would have subtopics based upon factors that relate to the theme or issue. However, sometimes you may need to add additional sections that are necessary for your study, but do not fit in the organizational strategy of the body. What other sections you include in the body is up to you. However, only include what is necessary for the reader to locate your study within the larger scholarship about the research problem.

Here are examples of other sections, usually in the form of a single paragraph, you may need to include depending on the type of review you write:

• Current Situation : Information necessary to understand the current topic or focus of the literature review.
• Sources Used : Describes the methods and resources [e.g., databases] you used to identify the literature you reviewed.
• History : The chronological progression of the field, the research literature, or an idea that is necessary to understand the literature review, if the body of the literature review is not already a chronology.
• Selection Methods : Criteria you used to select (and perhaps exclude) sources in your literature review. For instance, you might explain that your review includes only peer-reviewed [i.e., scholarly] sources.
• Standards : Description of the way in which you present your information.
• Questions for Further Research : What questions about the field has the review sparked? How will you further your research as a result of the review?

IV.  Writing Your Literature Review

Once you've settled on how to organize your literature review, you're ready to write each section. When writing your review, keep in mind these issues.

Use Evidence A literature review section is, in this sense, just like any other academic research paper. Your interpretation of the available sources must be backed up with evidence [citations] that demonstrates that what you are saying is valid. Be Selective Select only the most important points in each source to highlight in the review. The type of information you choose to mention should relate directly to the research problem, whether it is thematic, methodological, or chronological. Related items that provide additional information, but that are not key to understanding the research problem, can be included in a list of further readings . Use Quotes Sparingly Some short quotes are appropriate if you want to emphasize a point, or if what an author stated cannot be easily paraphrased. Sometimes you may need to quote certain terminology that was coined by the author, is not common knowledge, or taken directly from the study. Do not use extensive quotes as a substitute for using your own words in reviewing the literature. Summarize and Synthesize Remember to summarize and synthesize your sources within each thematic paragraph as well as throughout the review. Recapitulate important features of a research study, but then synthesize it by rephrasing the study's significance and relating it to your own work and the work of others. Keep Your Own Voice While the literature review presents others' ideas, your voice [the writer's] should remain front and center. For example, weave references to other sources into what you are writing but maintain your own voice by starting and ending the paragraph with your own ideas and wording. Use Caution When Paraphrasing When paraphrasing a source that is not your own, be sure to represent the author's information or opinions accurately and in your own words. Even when paraphrasing an author’s work, you still must provide a citation to that work.

V.  Common Mistakes to Avoid

These are the most common mistakes made in reviewing social science research literature.

• Sources in your literature review do not clearly relate to the research problem;
• You do not take sufficient time to define and identify the most relevant sources to use in the literature review related to the research problem;
• Relies exclusively on secondary analytical sources rather than including relevant primary research studies or data;
• Uncritically accepts another researcher's findings and interpretations as valid, rather than examining critically all aspects of the research design and analysis;
• Does not describe the search procedures that were used in identifying the literature to review;
• Reports isolated statistical results rather than synthesizing them in chi-squared or meta-analytic methods; and,
• Only includes research that validates assumptions and does not consider contrary findings and alternative interpretations found in the literature.

Cook, Kathleen E. and Elise Murowchick. “Do Literature Review Skills Transfer from One Course to Another?” Psychology Learning and Teaching 13 (March 2014): 3-11; Fink, Arlene. Conducting Research Literature Reviews: From the Internet to Paper . 2nd ed. Thousand Oaks, CA: Sage, 2005; Hart, Chris. Doing a Literature Review: Releasing the Social Science Research Imagination . Thousand Oaks, CA: Sage Publications, 1998; Jesson, Jill. Doing Your Literature Review: Traditional and Systematic Techniques . London: SAGE, 2011; Literature Review Handout. Online Writing Center. Liberty University; Literature Reviews. The Writing Center. University of North Carolina; Onwuegbuzie, Anthony J. and Rebecca Frels. Seven Steps to a Comprehensive Literature Review: A Multimodal and Cultural Approach . Los Angeles, CA: SAGE, 2016; Ridley, Diana. The Literature Review: A Step-by-Step Guide for Students . 2nd ed. Los Angeles, CA: SAGE, 2012; Randolph, Justus J. “A Guide to Writing the Dissertation Literature Review." Practical Assessment, Research, and Evaluation. vol. 14, June 2009; Sutton, Anthea. Systematic Approaches to a Successful Literature Review . Los Angeles, CA: Sage Publications, 2016; Taylor, Dena. The Literature Review: A Few Tips On Conducting It. University College Writing Centre. University of Toronto; Writing a Literature Review. Academic Skills Centre. University of Canberra.

Writing Tip

Break Out of Your Disciplinary Box!

Thinking interdisciplinarily about a research problem can be a rewarding exercise in applying new ideas, theories, or concepts to an old problem. For example, what might cultural anthropologists say about the continuing conflict in the Middle East? In what ways might geographers view the need for better distribution of social service agencies in large cities than how social workers might study the issue? You don’t want to substitute a thorough review of core research literature in your discipline for studies conducted in other fields of study. However, particularly in the social sciences, thinking about research problems from multiple vectors is a key strategy for finding new solutions to a problem or gaining a new perspective. Consult with a librarian about identifying research databases in other disciplines; almost every field of study has at least one comprehensive database devoted to indexing its research literature.

Frodeman, Robert. The Oxford Handbook of Interdisciplinarity . New York: Oxford University Press, 2010.

Another Writing Tip

Don't Just Review for Content!

While conducting a review of the literature, maximize the time you devote to writing this part of your paper by thinking broadly about what you should be looking for and evaluating. Review not just what scholars are saying, but how are they saying it. Some questions to ask:

• How are they organizing their ideas?
• What methods have they used to study the problem?
• What theories have been used to explain, predict, or understand their research problem?
• What sources have they cited to support their conclusions?
• How have they used non-textual elements [e.g., charts, graphs, figures, etc.] to illustrate key points?

When you begin to write your literature review section, you'll be glad you dug deeper into how the research was designed and constructed because it establishes a means for developing more substantial analysis and interpretation of the research problem.

Hart, Chris. Doing a Literature Review: Releasing the Social Science Research Imagination . Thousand Oaks, CA: Sage Publications, 1 998.

Yet Another Writing Tip

When Do I Know I Can Stop Looking and Move On?

Here are several strategies you can utilize to assess whether you've thoroughly reviewed the literature:

• Look for repeating patterns in the research findings . If the same thing is being said, just by different people, then this likely demonstrates that the research problem has hit a conceptual dead end. At this point consider: Does your study extend current research?  Does it forge a new path? Or, does is merely add more of the same thing being said?
• Look at sources the authors cite to in their work . If you begin to see the same researchers cited again and again, then this is often an indication that no new ideas have been generated to address the research problem.
• Search Google Scholar to identify who has subsequently cited leading scholars already identified in your literature review [see next sub-tab]. This is called citation tracking and there are a number of sources that can help you identify who has cited whom, particularly scholars from outside of your discipline. Here again, if the same authors are being cited again and again, this may indicate no new literature has been written on the topic.

Onwuegbuzie, Anthony J. and Rebecca Frels. Seven Steps to a Comprehensive Literature Review: A Multimodal and Cultural Approach . Los Angeles, CA: Sage, 2016; Sutton, Anthea. Systematic Approaches to a Successful Literature Review . Los Angeles, CA: Sage Publications, 2016.

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• Last Updated: May 9, 2024 11:05 AM
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Literature reviews

Writing a literature review.

The following guide has been created for you by the  Student Learning Advisory Service . For more detailed guidance and to speak to one of our advisers, please book an  appointment  or join one of our  workshops . Alternatively, have a look at our  SkillBuilder  skills videos.   

Preparing a literature review involves:

• Searching for reliable, accurate and up-to-date material on a topic or subject
• Reading and summarising the key points from this literature
• Synthesising these key ideas, theories and concepts into a summary of what is known
• Discussing and evaluating these ideas, theories and concepts
• Identifying particular areas of debate or controversy
• Preparing the ground for the application of these ideas to new research

Finding and choosing material

Ensure you are clear on what you are looking for. ask yourself:.

• What is the specific question, topic or focus of my assignment?
• What kind of material do I need (e.g. theory, policy, empirical data)?
• What type of literature is available (e.g. journals, books, government documents)?

What kind of literature is particularly authoritative in this academic discipline (e.g. psychology, sociology, pharmacy)?

How much do you need?

This will depend on the length of the dissertation, the nature of the subject, and the level of study (undergraduate, Masters, PhD). As a very rough rule of thumb – you may choose 8-10 significant pieces (books and/or articles) for an 8,000 word dissertation, up to 20 major pieces of work for 12-15,000 words, and so on. Bear in mind that if your dissertation is based mainly around an interaction with existing scholarship you will need a longer literature review than if it is there as a prelude to new empirical research. Use your judgement or ask your supervisor for guidance.

Where to find suitable material

Your literature review should include a balance between substantial academic books, journal articles and other scholarly publications. All these sources should be as up-to-date as possible, with the exception of ‘classic texts’ such as major works written by leading scholars setting out formative ideas and theories central to your subject. There are several ways to locate suitable material:

Module bibliography: for undergraduate dissertations, look first at the bibliography provided with the module documentation. Choose one or two likely looking books or articles and then scan through the bibliographies provided by these authors. Skim read some of this material looking for clues: can you use these leads to identify key theories and authors or track down other appropriate material?

Library catalogue search engine: enter a few key words to capture a range of items, but avoid over-generalisations; if you type in something as broad as ‘social theory’ you are likely to get several thousand results. Be more specific: for example, ‘Heidegger, existentialism’. Ideally, you should narrow the field to obtain just a few dozen results. Skim through these quickly to identity texts which are most likely to contribute to your study.

Library bookshelves: browse the library shelves in the relevant subject area and examine the books that catch your eye. Check the contents and index pages, or skim through the introductions (or abstracts, in the case of journal articles) to see if they contain relevant material, and replace them if not. Don’t be afraid to ask one of the subject librarians for further help. Your supervisor may also be able to point you in the direction of some of the important literature , but remember this is your literature search, not theirs.

Online: for recent journal articles you will almost certainly need to use one of the online search engines. These can be found on the ‘Indexing Services’ button on the Templeman Library website. Kent students based at Medway still need to use the Templeman pages to access online journals, although you can get to these pages through the Drill Hall Library catalogue. Take a look as well at the Subject Guides on both the Templeman and DHL websites.

Check that you have made the right selection by asking:

• Has my search been wide enough to ensure that I have identified all the relevant material, but narrow enough to exclude irrelevant material?
• Is there a good enough sample of literature for the level (PhD, Masters, undergraduate) of my dissertation or thesis?
• Have I considered as many alternative points of view as possible?
• Will the reader find my literature review relevant and useful?

Assessing the literature

Read the material you have chosen carefully, considering the following:

• The key point discussed by the author: is this clearly defined
• What evidence has the author produced to support this central idea?
• How convincing are the reasons given for the author’s point of view?
• Could the evidence be interpreted in other ways?
• What is the author's research method (e.g. qualitative, quantitative, experimental, etc.)?
• What is the author's theoretical framework (e.g. psychological, developmental, feminist)?
• What is the relationship assumed by the author between theory and practice?
• Has the author critically evaluated the other literature in the field?
• Does the author include literature opposing their point of view?
• Is the research data based on a reliable method and accurate information?
• Can you ‘deconstruct’ the argument – identify the gaps or jumps in the logic?
• What are the strengths and limitations of this study?
• What does this book or article contribute to the field or topic?
• What does this book or article contribute to my own topic or thesis?

As you note down the key content of each book or journal article (together with the reference details of each source) record your responses to these questions. You will then be able to summarise each piece of material from two perspectives:     

Content: a brief description of the content of the book or article. Remember, an author will often make just one key point; so, what is the point they are making, and how does it relate to your own research project or assignment?

Critical analysis: an assessment of the relative strengths and weaknesses of the evidence used, and the arguments presented. Has anything conveniently been left out or skated over? Is there a counter-argument, and has the author dealt with this adequately? Can the evidence presented be interpreted another way? Does the author demonstrate any obvious bias which could affect their reliability? Overall, based on the above analysis of the author’s work, how do you evaluate its contribution to the scholarly understanding and knowledge surrounding the topic?    

Structuring the literature review

In a PhD thesis, the literature review typically comprises one chapter (perhaps 8-10,000 words), for a Masters dissertation it may be around 2-3,000 words, and for an undergraduate dissertation it may be no more than 2,000 words. In each case the word count can vary depending on a range of factors and it is always best, if in doubt, to ask your supervisor.

The overall structure of the section or chapter should be like any other: it should have a beginning, middle and end. You will need to guide the reader through the literature review, outlining the strategy you have adopted for selecting the books or articles, presenting the topic theme for the review, then using most of the word limit to analyse the chosen books or articles thoroughly before pulling everything together briefly in the conclusion.

Some people prefer a less linear approach. Instead of simply working through a list of 8-20 items on your book review list, you might want to try a thematic approach, grouping key ideas, facts, concepts or approaches together and then bouncing the ideas off each other. This is a slightly more creative (and interesting) way of producing the review, but a little more risky as it is harder to establish coherence and logical sequencing.

Whichever approach you adopt, make sure everything flows smoothly – that one idea or book leads neatly to the next. Take your reader effortlessly through a sequence of thought that is clear, accurate, precise and interesting. 

Writing up your literature review

As with essays generally, only attempt to write up the literature review when you have completed all the reading and note-taking, and carefully planned its content and structure. Find an appropriate way of introducing the review, then guide the reader through the material clearly and directly, bearing in mind the following:

• Be selective in the number of points you draw out from each piece of literature; remember that one of your objectives is to demonstrate that you can use your judgement to identify what is central and what is secondary.
• Summarise and synthesise – use your own words to sum up what you think is important or controversial about the book or article.
• Never claim more than the evidence will support. Too many dissertations and theses are let down by sweeping generalisations. Be tentative and careful in the way you interpret the evidence.
• Keep your own voice – you are entitled to your own point of view provided it is based on evidence and clear argument.
• At the same time, aim to project an objective and tentative tone by using the 3rd person, (for example, ‘this tends to suggest’, ‘it could be argued’ and so on).
• Even with a literature review you should avoid using too many, or overlong, quotes. Summarise material in your own words as much as possible. Save the quotes for ‘punch-lines’ to drive a particular point home.
• Revise, revise, revise: refine and edit the draft as much as you can. Check for fluency, structure, evidence, criticality and referencing, and don’t forget the basics of good grammar, punctuation and spelling.

Learn how to write a review of literature

What is a review of literature.

The format of a review of literature may vary from discipline to discipline and from assignment to assignment.

A review may be a self-contained unit — an end in itself — or a preface to and rationale for engaging in primary research. A review is a required part of grant and research proposals and often a chapter in theses and dissertations.

Generally, the purpose of a review is to analyze critically a segment of a published body of knowledge through summary, classification, and comparison of prior research studies, reviews of literature, and theoretical articles.

Writing the introduction

In the introduction, you should:

Define or identify the general topic, issue, or area of concern, thus providing an appropriate context for reviewing the literature.

Point out overall trends in what has been published about the topic; or conflicts in theory, methodology, evidence, and conclusions; or gaps in research and scholarship; or a single problem or new perspective of immediate interest.

Establish the writer’s reason (point of view) for reviewing the literature; explain the criteria to be used in analyzing and comparing literature and the organization of the review (sequence); and, when necessary, state why certain literature is or is not included (scope).

Writing the body

In the body, you should:

Group research studies and other types of literature (reviews, theoretical articles, case studies, etc.) according to common denominators such as qualitative versus quantitative approaches, conclusions of authors, specific purpose or objective, chronology, etc.

Summarize individual studies or articles with as much or as little detail as each merits according to its comparative importance in the literature, remembering that space (length) denotes significance.

Provide the reader with strong “umbrella” sentences at beginnings of paragraphs, “signposts” throughout, and brief “so what” summary sentences at intermediate points in the review to aid in understanding comparisons and analyses.

Writing the conclusion

In the conclusion, you should:

Summarize major contributions of significant studies and articles to the body of knowledge under review, maintaining the focus established in the introduction.

Evaluate the current “state of the art” for the body of knowledge reviewed, pointing out major methodological flaws or gaps in research, inconsistencies in theory and findings, and areas or issues pertinent to future study.

Conclude by providing some insight into the relationship between the central topic of the literature review and a larger area of study such as a discipline, a scientific endeavor, or a profession.

For further information see our handouts on Writing a Critical Review of a Nonfiction Book or Article or Reading a Book to Review It .

To learn more about literature reviews, take a look at our workshop on Writing Literature Reviews of Published Research.

Sample Literature Reviews

An important strategy for learning how to compose literature reviews in your field or within a specific genre is to locate and analyze representative examples. The following collection of annotated sample literature reviews written and co-written by colleagues associated with UW-Madison showcases how these reviews can do different kind of work for different purposes. Use these successful examples as a starting point for understanding how other writers have approached the challenging and important task of situating their idea in the context of established research.

• Sample 1 (PDF) A brief literature review within a political scientists’  National Science Foundation Graduate Research Fellowship  grant
• Sample 2 (PDF) A several-page literature review at the beginning of a published, academic article about philosophy
• Sample 3 (PDF) A brief literature review at the beginning of a published, academic article about photochemistry

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Automatic logo detection from document image using HOG features

• Published: 10 June 2022
• Volume 82 , pages 863–878, ( 2023 )

Cite this article

• Umesh D. Dixit   ORCID: orcid.org/0000-0002-0831-101X 1 ,
• M. S. Shirdhonkar 2 &
• G. R. Sinha 3  

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Document image analysis and processing has drawn the attention of many researchers due to its real-time applications in day-to-day life. Document database comprising of logo provides a good opportunity for an easier way of indexing, searching and retrieval of the documents. Logo detection is an essential need for the implementation of any logo-based document indexing or retrieval techniques. This paper aims to develop an efficient logo detection method for document images. The major steps employed in the developed system include preprocessing of the input document, finding the connected components and classification of these components into the logo and non-logo candidates. The preprocessing step employs a median filter and a unique procedure for the removal of clutter noise to reduce the false detection rate. Histogram of Oriented Gradient (HOG) features and an SVM classifier are used to identify the logo and non-logo candidates of the document. The presented system is evaluated using Tobacco 800 dataset and the results are compared with existing techniques. The results show an improvement of 5% in average logo detection rate with the proposed work.

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Department of Electronics & Communication Engineering, BLDEA’s V. P. Dr. P. G. Halakatti College of Engineering and Technology, Vijayapur, 586 103, Karnataka, India

Umesh D. Dixit

Department of Computer Science and Engineering, BLDEA’s V. P. Dr. P. G. Halakatti College of Engineering and Technology, Vijayapur, 586103, Karnataka, India

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Myanmar Institute of Information Technology (MIIT), Mandalay, Myanmar

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Dixit, U.D., Shirdhonkar, M.S. & Sinha, G.R. Automatic logo detection from document image using HOG features. Multimed Tools Appl 82 , 863–878 (2023). https://doi.org/10.1007/s11042-022-13300-5

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Received : 13 April 2021

Revised : 17 February 2022

Accepted : 30 May 2022

Published : 10 June 2022

Issue Date : January 2023

DOI : https://doi.org/10.1007/s11042-022-13300-5

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Literature Review and Research Design: A Guide to Effective Research Practice

Designing a research project is possibly the most difficult task a dissertation writer faces. It is fraught with uncertainty: what is the best subject? What is the best method? For every answer found, there are often multiple subsequent questions, so it’s easy to get lost in theoretical debates and buried under a mountain of literature.

This book looks at literature review in the process of research design, and how to develop a research practice that will build skills in reading and writing about research literature—skills that remain valuable in both academic and professional careers. Literature review is approached as a process of engaging with the discourse of scholarly communities that will help graduate researchers refine, define, and express their own scholarly vision and voice. This orientation on research as an exploratory practice, rather than merely a series of predetermined steps in a systematic method, allows the researcher to deal with the uncertainties and changes that come with learning new ideas and new perspectives.

The focus on the practical elements of research design makes this book an invaluable resource for graduate students writing dissertations. Practicing research allows room for experiment, error, and learning, ultimately helping graduate researchers use the literature effectively to build a solid scholarly foundation for their dissertation research project.

This is a Logos Reader Edition. Learn more.

Key Features

• Looks at literature review in the process of research design.
• Allows the researcher to deal with the uncertainties that come with learning new ideas.
• Helps graduate researchers use the literature effectively.

Praise for Literature Review and Research Design

Unlike other books on research, this book does not prescribe methods or recipes. Rather, it feels like one is sitting with an experienced dissertation coach, having a series of short conversations about the tacit knowledge that underlies the various aspects of research practice. After reading this book, novice researchers will have a better understanding of how the literature supports and brings out a researcher’s own voice

--Arnold Wentzel, author of Creative Research in Economics (Routledge, 2016) and A Guide to Argumentative Research Writing and Thinking (Routledge, 2017)

Product Details

• Title : Literature Review and Research Design: A Guide to Effective Research Practice
• Author : Dave Harris
• Publisher : Routledge
• Print Publication Date: 2020
• Logos Release Date: 2023
• Era: era:contemporary
• Language : English
• Resources: 1
• Format : Digital › Logos Reader Edition
• Subjects : Research › Methodology; Information resources › Evaluation; Dissertations, Academic
• ISBNs : 9780367250379 , 9780429285660 , 0367250373 , 0429285663
• Resource ID: LLS:LTRVWRSRCHPRCTC
• Resource Type: Monograph
• Metadata Last Updated: 2023-12-13T22:13:09Z

About Dave Harris

Dave Harris  is a writing coach who helps authors develop productive writing practices, using principles from design methods, philosophy of science, and cognitive science. With Jean-Pierre Protzen, he is author of  The Universe of Design  (2010, Routledge), and, alone, author of  Getting the Best of Your Dissertation  (2015, Thought Clearing).

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