Abstract
The affective meanings of sixty two corporate marks were measured by semantic differential method.As the results of factor analysis, three factors are extracted. First factor is represented by "pleasant, interesting, like", second factor by "simple, monotonous, ordinary", third factor by "beautiful harmonious" And, the principal component analysis were made on the individual data of each scale. As for as the simple-complex scale, eigenvalue of first component is very large.It is considered that there is no meaningful individual differences in the judgement of complexity.But concerning beautiful and interesting, two meaningful components were extracted.
