LOGO is a mark that shows the characteristics of things - it uses simple, significant and easily identifiable objects, graphics or text symbols as intuitive language. In addition to marking something and replacing something, it also has the ability to express meaning and emotion. and command actions. LOGO, as a special way of intuitive connection between human beings, is not only ubiquitous in social activities and production activities. The national flag and national emblem, as the LOGO of a national image, have a special role that is difficult to express accurately in any language or text. LOGOs, traffic LOGOs, safety LOGOs, operating signs, etc. in public places have an intuitive and quick effect in guiding people to carry out orderly and normal activities and ensuring the safety of life and property. Special LOGOs such as trademarks, store logos, and factory logos have practical value and legal protection for developing the economy, creating economic benefits, and safeguarding the rights and interests of enterprises and consumers. Various major domestic and foreign events, conferences, sports games, postal transportation, finance and trade, agencies, groups and even individuals (stamps, signatures), etc. almost all have LOGOs that express their own characteristics. These LOGOs play a role in communication, exchange, and publicity from various angles, promote the progress of social economy, politics, science and technology, and culture, and protect their respective rights and interests. The characteristics of LOGO, such as intuitiveness, image, and freedom from language and text barriers, are extremely conducive to international exchanges and communication. Therefore, international logos have been rapidly promoted and developed, becoming one of the most effective means of visual transmission and becoming the most common communication method among human beings. An intuitive communication tool. An excellent logo design must follow the following principles: 1. Simple
2. Can be displayed well in both black and white backgrounds
3. Can be displayed well in small sizes< /p>
4. Can be displayed well in many situations (such as on product packaging, advertisements, etc.)
5. Usually contains the name of the company
6. As The company's marketing and brand management can fully demonstrate the company's communication intentions. Logo design attracts the attention of viewers through accurate ideas and creative forms, and strengthens the recognition and memory of the logo through unconventional shapes and concise and bright colors. Memorability in logo design plays an important role. It enables viewers to extract logo information from their brains during purchasing behavior and purchase goods based on the logo. This article mainly conducts preliminary research on the procedures and strategies of memory in logo design. Strategies to increase logo memory
1. Reduce the amount of memorization materials
In order for viewers to effectively remember logo information, the amount of memorized content should first be reduced as much as possible. Since viewers generally have no motivation to deliberately remember the logo, the time to remember the logo generally does not exceed 1 minute. In such a short period of time, the less material, the higher the memory level. Therefore, in order to improve the viewer's memory of the logo, in logo design, we must pay attention to the starting point of simplicity, clearness, and accuracy of expression, so that it is clear at a glance.
2. Increase the visual combination of stimuli
If logo design wants to increase the viewer's interest in identifying the stimulus, it should try to increase the multi-visual combination of the stimulus. For example, in logo design, methods such as the combination of form and meaning, form and word, and form and color can be used to increase the amount of information transmitted. The effect of this combination is to increase the information content of the logo, allowing viewers to deepen their impression of the logo through interesting visual analysis.
3. Make full use of the advantages of image memory
To increase the viewer’s memory in logo design, image memory can be used. Image memory is memory with intuitive and concrete images as its content, and intuitive and concrete images are generally easier to remember than abstract images. Therefore, in logo design, you can intentionally use realistic or symbolic specific images for expression. This can not only attract the attention of the viewer, but also make it clear at a glance, increase perception, and improve memory effects.
4. Increase memory through understanding
Comprehension is an important condition for memorizing information materials. Memorization based on understanding can help the comprehensiveness, accuracy and consolidation of memorization of information materials, and its effect is better than simple mechanical memorization. This is because understanding can connect information materials with the viewer’s existing knowledge and experience, and incorporate new information materials into the existing knowledge structure, thus subtly deepening memory.
5. Consider the memory characteristics of different viewers
Since the viewer group is composed of people of different ages, genders, occupations, cultures, experiences, and lifestyles, in memory There are great differences in abilities and memory habits. For example, children generally have an easier time remembering exaggerated, vivid, lively, and bright things, while the memory of the elderly often declines significantly. Therefore, logo communication should consider the memory characteristics of different viewers in order to effectively strengthen the viewers' memory.
A merely perceived logo may not necessarily affect people's behavior. Only a logo that is remembered by people may influence people's future purchasing behavior. Therefore, a successful logo must strive to leave a lasting memory for people. Appealing LOGO design features: The quality of a modern enterprise’s logo determines its success or failure to a large extent. This is obvious! Trademarks and logos form the most universal international language.
An excellent corporate logo can break through many barriers and convey an accurate and unified voice to your customers. A successful LOGO must have the following points: 1. Is it usable? Can this newly designed LOGO be printed at a smaller or larger scale? Does its visual effect still look good in black and white?—— When some logos appear in black and white when advertising in newspapers or on fax paper, they may cause a large visual deviation from the original color original. You can zoom in and out to see the visual effect of the logo. 2. Is it distinctive? You want your LOGO design to be unique. This is completely understandable and what we must do, but one thing is that you cannot blindly pursue the bizarre and go to extremes. A good LOGO design does not need to be unique for everyone in the world to know. It only needs that it can fully tell others "this is me" in your specific market field or activity (such as a supermarket). 3. Does it need explanation? You don’t need to explain your logo to others. A good LOGO can express some of the information you want to express. Everyone may have their own understanding of your logo, but your interpretation limits other people's understanding. In our design, our use of color, style, composition, and fonts will fully connect your company. 4. Is its meaning clear? Can this design be connected with your business or company? Is this connection consistent? Do you think this LOGO has expressed the characteristics you want to express? Will this LOGO make people Do you generally think of weird and weird things that have nothing to do with the characteristics of your company? 5. Is it simple? A simple LOGO design is easier for customers to remember and recognize. A good LOGO generally only contains one of the most distinctive expressions. If a design is complex and beautiful, but others still don’t understand it, it is still a failed LOGO. The color shouldn’t be too flashy either. Brand appeal LOGO design Is my LOGO design really that important? The answer is yes! Your logo is the foundation for building your brand, especially now that business is developing rapidly and is completely different from other business models. Customers have more choices. When you sell goods, there are many of your peers who compete directly with you, and only a very small number of commercial enterprises can avoid competition through the monopoly system. This is why you should focus on creating a unique and distinctive logo. Coca-Cola and Pepsi-Cola have been very successful in this regard. Their products are different, but their differences are very subtle. In addition, there are hundreds of famous brands in the cola market. Despite this, Coko and Pepsi can still dominate the cola market around the world. What is the main factor in their success in achieving dominance? That’s the strong appeal of their brand. So what is the basis for their brand building? It’s their corporate LOGO! Every successful company has many characteristics of its own. Just as our human personalities are complex, a company must also be a complex combination. A successful corporate logo is to refine and sublimate complex features to form a concise and clear message, and continue to control and improve over time. , improved and matured and further developed. A simple example is Lenovo Group. For your company, your corporate logo design must be different from other companies. Be sure to convey the company's value, quality and credibility. Therefore, regarding your logo, you must pay attention to the above five aspects: 1. Performance - the recognizability of your company, your products, and your services 2. Difference - a clear difference compared with your peers Kailai 3. Communication - conveying the value and quality of your product 4. Improving value - providing valuable brand services 5. Symbol - expressed as intangible assets. When people see your logo, they can Relate to the high-quality products or services you provide through your logo. If your logo does not express this information, then you need to modify it, or get professional advice. It is obvious that the quality of a modern enterprise’s logo determines its success or failure to a large extent! Trademarks and logos form the most universal international language. An excellent corporate logo can break through many barriers and convey an accurate and unified voice to your customers.