Humans are visual creatures. It is easier for us to remember images than words or sounds.
This visualization helps on promoting a product. The more we use the product, the more familiar we get with the logo.
The company’s name with its logo should be short, pronounceable, and memorable. The logo identifies the company visually.
The fonts, colors, and images compose the unique identity of the company. You’ll somehow have an idea what to expect when you use the company’s products and services– how it feels like to belong to the company’s organization. A good logo builds loyalty between your business and customers. It gives a professional look and brand identity.
Eye-tracking is a powerful tool in advertising to measure the customer’s attention and responses to your advertising medium.
Knowing where people look helps you create a more effective and efficient ad. Imagine a design performance tool that could analyze a variety of media. Designing a stunning website, print, and any kind of medium would be easier, right?
There are software and applications developed to score logos based on its visual saliency. The resulting graphics are heat maps.
They are also referred to as attention maps. It displays what a person grabs his attention at first glance. The technology has been designed to help define the visual characteristics of what someone is looking at.
Last May, Instagram changed its famous icon. The design is more abstract but according to Adweek, “One of the biggest design fails of the year”.
However, analyzing the new logo through heat map, it scores 68%. It is ten percent higher than its old logo which only scored 58%.
Therefore, the new logo is more engaging than its previous one based on this tool. The goal of visual communication material is to transfer a message effectively,
but it will be more effective with a little help of technology.
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