Lee, Chu, and Chang, via a study published in Journal of Marketing, found that physical distance to products influences our responses to them. The researchers determined that “how far we’re standing from a product changes what we think of it. . . . Previous research has shown . . . that customers respond more favorably to premium brands when their logos are positioned high above the customer. . . . The authors find that premium brands—those associated with luxury, high price, and prestige—do indeed benefit from [physical] distance from the consumer, while popular brands—those associated with accessibility, value, and warmth—are perceived most favorably from up close. More broadly, the findings reveal that there’s no single, ideal distance between consumers and products: the right distance depends on the image the brand conveys.”
Susie Allen. 2022. “Does Distance Make the Consumer’s Heart Grow Fonder?” Kellogg Insight, https://insight.kellogg.northwestern.edu/article/luxury-product-placement-distance