Abstract: The visual presentation of brand logo provides a very important visual clue for consumers to interpret brand personality, most of the existing studies focus on the influence of brand logo's high-level visual presentation on consumers' perception of brand personality, while ignoring the impact of naturalness as low-level visual presentation on consumers’ perception of brand personality. In marketing practice, brand managers usually do not know how to make the right choice between two different naturalness levels of brand logo. Once they adopt a brand logo that does not match their own brand personality, there will be an extremely negative consumer reaction. As such, taking the naturalness of logo visual presentation as the starting point, four experiments were carried out to explore the impact of logo's naturalness on the perception of brand excitement personality, the logic behind it, and possible boundary conditions. The results show that ： ( 1) compared with the representational logo with high naturalness, the abstract logo with low naturalness is more creative and has a more positive influence on the excitement personality perception ； (2) the product type will adjust the visual effect of logo's low-naturalness, specifically, when the man-made product matches the low-natural abstract logo (vs. high-natural representational logo) , it has a more positive influence on excitement personality perception.

Key words: logo design , naturalness , brand personality , creativity