品牌标识的视觉呈现方式为消费者解读品牌个性提供了十分重要的视觉线索。现有研究大多聚焦于探讨高层次品牌标识的视觉呈现方式对消费者品牌个性感知的影响，而忽视了自然性这种低层次视觉呈现方式的品牌标识对消费者品牌个性感知是否存在差异化的影响。在营销实践中，品牌管理者通常并不清楚如何在两种不同自然性水平的品牌标识之间进行正确选择，一旦釆用了与自身品牌个性不匹配的品牌标识，反而会引发极其负面的消费者反应。为此，本文以品牌标识视觉呈现的自然性作为切入点，尝试探讨品牌标识自然性对品牌刺激个性感知的影响，及其背后的逻辑和可能的边界条件。结果发现，(1)相对于高自然性的具象标识，低自然性的抽象标识创造性更强，对消费者品牌刺激个性感知的影响也更积极；(2)产品类型会调节品牌标识的视觉低自然性效应，具体来说，相对于自然成分产品，人造成分产品与低自然性的抽象标识匹配时对消费者品牌刺激个性感知的影响更积极。

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.