# The Impact of Figure–Ground Reversal in Brand Logos How does it affect brand attitude? - **Source:** [Journal of Marketing Research](https://journals.sagepub.com/home/mrj) - **Published:** 2026-01-13 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/10516f23-26aa-41dc-ae92-304e2b4de8ff ## What is Figure–Ground Reversal? Figure–ground reversal is a technique in logo design where the roles of figure and ground are reversed. This method breaks traditional design rules to create a striking effect, enhancing the impact of brands on consumers. ## Purpose of the Research This research examines how logos with figure–ground reversal affect consumers' brand attitudes. Traditional self-reported measures are used to analyze the impact of logos on brand perception. ## Consumer Reactions Logos with figure–ground reversal create stronger brand awareness among consumers. Such logos make consumers perceive the brand as more innovative and engaging. ## Impact on Brand Attitude Research results show that logos with figure–ground reversal positively influence brand attitude. These logos increase brand loyalty and preference rates. ## Marketing Strategies Figure–ground reversal is becoming a significant tool in brands' marketing strategies. This technique helps brands build stronger connections with consumers. ## Conclusion and Importance Logos with figure–ground reversal play a crucial role in enhancing brands' impact on consumers. This technique helps brands create an innovative and attention-grabbing image. ## Sources covering this story - https://journals.sagepub.com/doi/abs/10.1177/00222437261417659?ai=2b4&mi=ehikzz&af=R — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._