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A Logo to Remember
Perhaps the only person who understands the
way memory works better than a psychologist is an advertiser.
In particular, designers require a basic understanding of
the recall process in order to create logos that make lasting
impressions. Stock photo websites allow webmasters, marketers
and publishers to locate pictures for their marketing and
promotional materials without the hassle of organizing a photo
shoot. With copyright laws businesses must be very careful
in using unlicensed photos.
There are three distinct types of memory: sensory,
short-term, and long-term. Sensory memory corresponds with
the few moments directly after perceiving an item. While most
sensory memory degrades quickly, some information is transferred
to short-term memory to be processed. The capacity of short-term
memory is also limited, but some techniques have been found
to increase recall and memorability. Items are then placed
in long-term memory storage. In particular, there are four
attributes that contribute to mnemonic value: basic form,
historical continuity, learned response, and emotional resonance.
In the split second after seeing a particular
form, the brain first identifies shape and color. Once classified,
the form is then filed into a historical context, e.g. contemporary
or ancient, relevant or antiquated. Meaning can then be created
according to an individual's specific learned responses. A
form that is round and red is likely to prompt a "stop" response,
due to its association with a stop sign. Pink evokes femininity,
while an apple shape induces academia. Mnemonic value is further
linked with emotional association, which is more personal
and difficult to predetermine. If you were hit by a black
car as a child you may have an aversion to black. If your
grandmother used Noxzema face cream to wash, its distinct
smell will forever conjure up whatever feelings you have for
her.
Beyond these four attributes, various memory
studies of recent years have shed light on some interesting
facts. Being aware and utilizing these conclusions can mean
the difference between creating merely clever logos and truly
memorable ones.
First of all, numbers are important. Memory
studies have shown that short-term memory has a capacity of
7 (+ or - 2 items). In particular, people remember information better
when it is chunked in groups of threes. The way phone numbers
are clustered is significant - the groupings of three and four
numbers are easier to remember. Thus, a logo incorporating
three items, be it pictures, numbers, shapes, or letters,
will make a stronger impression in the minds of viewers.
Second, logo designers should give the brain
something to chew on. Studies show that the longer information
stays in the brain for processing, the more likely it is to
linger there and be recalled at an opportune moment. Logos
which require the viewer to organize or solve will be more
memorable. Simple anagrams or riddles are perfect. Be aware,
though, that a logo which is too complex will have
the opposite effect on people—they will put it out of their
minds and associate it with frustration.
Finally, your logo may have an effect on people
that you didn't expect. Designers should note two significant
effects which have repeatedly surfaced in studies. In one,
people have shown an undue liking for an item merely because
they are familiar with it. This is the reason advertisers
splash their logos on every surface visible to mankind: buses
and buildings, clothing, and now even on the sidebars of our
computer screens. Aside from this constant bombardment, it
goes without saying when designing a new logo, there is a
balance between a fresh current look and something that rings
familiar in the minds of viewers. Another effect which has
surfaced in recall studies is the picture-superior effect.
After viewing several items, individuals tend to remember
pictures over words. In other words, it is true that "a picture
is worth a thousand words." While there are some advantages
to using a word over an icon in a logo, words alone may be
generic and lack mnemonic value. Icons are easier to read
on an object such as a computer or a hat. A skillfully designed
monogram may be a good middle ground.
While science is not art per se, knowing a little
of psychology is smart when designing a logo to remember.
Suggested sources for logos:
Logo Search - http://www.logo-search.com
Logo Works - http://www.logoworks.com
About the Author:
Sharon Housley manages marketing for FeedForAll http://www.feedforall.com
software for creating, editing, publishing RSS feeds and podcasts.
In addition Sharon manages marketing for RecordForAll http://www.recordforall.com
audio recording and editing software
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