Logo Design

“People are regularly bombarded with logos in an attempt to improve brand recognition, and logos are often designed with the central purpose of memorability. the ubiquitous apple logo is a simple design, and is often referred to as one of the most recognizable logo s in the world. the present study examined recall and recognition for this simple and pervasive logo, and to what degree metamemory (confidence judgments) match memory performance. participants showed surprisingly poor memory for the details of the logo as measured through recall (drawings) and forced-choice recognition. only 1 participant out of 85 correctly recalled the apple logo, and fewer than half of all participants correctly identified the logo. importantly, participants indicated higher levels of confidence for both recall and recognition, and this overconfidence was reduced if participants made the judgments after, rather than before, drawing the logo. the general findings did not differ between apple and pc users. the results provide novel support for theories of attentional saturation, inattentional amnesia, and reconstructive memory; additionally, they show how an availability heuristic can lead to overconfidence in memory for logos.”

“Purpose – this research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity. design/methodology/approach – this research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands. findings – brand design elements consistently influenced brand masculinity and femininity perceptions. these, in turn, significantly related to consumer preferences and brand equity. brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions. research limitations/implications – although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research. practical implications – this research demonstrates how markers of masculinity and femininity that are discussed in the evolutionary psychology literature can be applied to the brand design of new and existing brands. originality/value – this research considers the impact of multiple brand design elements (logo shape, brand name, type font and color) and involves a wide range of brands and product categories. keywords brand equity, brand gender, brand personality, brand design, evolutionary psychology paper type research paper”

“Discusses approaches to investigating the influence of unconscious thoughts, affects, and motives on human life. techniques used by psychoanalysts and anthropologists to study unconscious phenomena are described. topics discussed include projective tests, dreams, cultural symbolism, gender, and aggression. psychoanalytic anthropology will progress by forging conceptual links with evolutional theory, neurology, cognitive and developmental psychology, and interpretive studies in linguistics, literature, information and systems theory, and philosophy. (psycinfo database record (c) 2005 apa, all rights reserved)”

“It is difficult to see how current models of discourse comprehension can be ‘scaled up’ to account for the rich situation models that may be constructed during naturalistic language comprehension, as when readers are immersed in the story world. recent proposals about embodied cognition and perceptual symbols, such as those put forth by glenberg and robertson and by roth might offer a framework to address this problem more successfully than traditional approaches that rely on amodal symbol systems.”

“© oxford university press 2008. all rights reserved.cognitive scientists have a variety of approaches to studying cognition: experimental psychology, computer science, robotics, neuroscience, educational psychology, philosophy of mind, and psycholinguistics, to name but a few. in addition, they also differ in their approaches to cognition – some of them consider that the mind works basically like a computer, involving programs composed of abstract, amodal, and arbitrary symbols. others claim that cognition is embodied – that is, symbols must be grounded on perceptual, motoric, and emotional experience. the symbolist and embodiment camps seldom engage in any kind of debate to clarify their differences. this book, however, attempts to do so. it brings together a team of scientists, adopting symbolist and embodied viewpoints, in an attempt to understand how the mind works and the nature of linguistic meaning. as well as being interdisciplinary, all authors have made an attempt to find solutions to substantial issues beyond specific vocabularies and techniques.”