Home > Human Factors history and studies > How good do you think you remember a well known Logo?

How good do you think you remember a well known Logo?

There is an amount of brands we see everyday, just think of Apple, Coca Cola, BMW and Audi. How good do you think you remember their logo? Does it sound like an easy task?
Companies invest a lot of money on a good perceivable and memorable logo and aim to spread their logo into the last corner of the world. Regular exposure to the company’s logo keeps it in the memory of potential customers. Having the logo in memory increases the chance that potential customers buy the company’s product instead of a competing product, if they need such a product. This appears to happen even if it is a seldom needed product – such as a car.

The UCLA (University of California, Los Angeles) conducted a study asking people to recall the Apple logo. As research results turned out the Apple logo was not as good memorable as one might think. 85 students took part in the study. The student’s age was between 18 and 35 years. 52 of the students are Apple users. Half of the people did not recognize the correct logo from a set of 8 distracting logos (exemplary see below). Interestingly the recognition rate was only marginally better for Apple users compared to other PC users.

However, if asked we seem to be confident about the accuracy of our memory. Overconfidence in the own memory accuracy was specifically higher if participants were asked before the memory task to rate their memory accuracy. When the participants were requested to do the memory task first, it made them more aware of the memory complexity and reduced the level of overconfidence in their own memory.

Source: Blake, A., Nazarian, M. & Castel, A. "Rapid communication - The Apple of the mind’s eye" http://dx.doi.org/10.1080/17470218.2014.1002798

Source: Blake, A., Nazarian, M. & Castel, A. “Rapid communication – The Apple of the mind’s eye” http://dx.doi.org/10.1080/17470218.2014.1002798

Beside a huge capacity for visual memory and long-term memory of visual data we seem to have poor memory for details. The researchers point out that the Apple logo is overrepresented in our daily live. In reaction to the overrepresentation we spend less attention to it, generalizing the logos form and avoiding attention to details. Naturally, if something appears frequently it is not necessary to memorize it in detail. So we memorize the logo as in the generalized form of an apple and add details as we think the apple Apple should look like. Maybe the memory is also influenced by the need for detail. I kept thinking of a similar logo that the apple Apple could potentially be confused with, but I cannot recall of something similar. Maybe people would have shown a better recognition for details if they were required to distinguish the Apple logo from something very similar.

If you want to try the test yourself: http://gnodevel.ugent.be/memory-logo/

Source: Memory of the Apple Logo – research conducted at the University of California, Los Angeles

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