We see hundreds of logos on signs, vehicles, websites, and even on the clothes we are dressed in. All these logos are intended to attract our attention. However, recent research supports the idea that remembering what a logo looks like is a very difficult task.
Researchers gave 85 students a simple assignment to draw the logo of a famous company from memory. Surprisingly, only one student could make it. Researchers have developed a theory that they think might help explain this blind spot in our memories.
Logos are typically designed to be simple and easy to recognize with a quick glance. Yet the frequent exposure to these logos can actually make our brains overlook them. This process is known as attention saturation (注意力饱和)
we become familiar with them. This constant exposure leads to the situation where our brains remember the basic idea without all of the details. This general sense of memory has its own benefits. In fact, being familiar with a popular logo can even make people feel more comfortable about buying or using certain products.
Nowadays, logos are everywhere. A fancy design or a thoughtful (体贴的) colour combination may be a good start for a logo concept , but there are some other things to consider. Maybe a clever design is well worth trying.
A. When we see some logos over and over again,
B. People will know the product behind the logo.
C. This may be inspiring to logo designers.
D. So why is it so difficult for people to recall the details?
E. They also help us remember a product or service connected with them.
F. Our brains actually signal us to ignore information we don't think we will need to remember.
G. Logo designers need to know that people will only remember what they believe is worthwhile.
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