Logo Element Proximity

What it measures

A three-item semantic differential scale measuring the perceived spatial closeness or separation of visual elements within a logo. Items assess whether elements appear huddled together vs spread apart, stuck vs free, and without space vs with lots of space between them.

Response format

7-point semantic differential

Scale items

• Huddled together / Spread apart
• Stuck to each other / Free from each other
• No space between elements / Lots of space between elements

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Single alpha: α = .97 — Gupta & Hagtvedt (2021, Studies 3 and post-study). Used as manipulation check for letter-spacing. Higher scores = greater perceived spacing. Scale appears original to the authors.

Recommended companion scales

Citation

Gupta, Tanvi and Henrik Hagtvedt (2021). Safe together, vulnerable apart: How interstitial space in text logos impacts brand attitudes in tight versus loose cultures. Journal of Consumer Research, 48(3), 474–491.

Keywords