The Marked In Memory experience highlights the fact that human memory is not simply a store where information accumulates, the human brain does not function as a machine and functions like memory are also endowed with imagination and creativity, that is, there are great variations. in the way everyone remembers things.
The world’s leading companies attach great importance to promoting the memory of their brands, so they create logos and slogans that quickly and easily adhere to the memory of the general public, the goal is that, for example, just by looking at logo, people are already identifying the company to which they belong, however , the Branded in memory experience shows that it doesn’t always work.
- The discovery of the Branded in memory experience is interesting because it shows that the human mind is not as malleable as many people assume.
- These memory gaps or distortions show that people appropriate and adapt the content they receive and organize it in their own way.
- No matter how hard you try to print a stamp on your mind.
- You can’t.
“The product is the same, the difference is in communication. ” – Oliviero Toscani-
The Branded in memory experiment was published by the Sings portal, after researching this topic, it was determined that the Apple, Ikea, 7-Eleven, Starbucks, Target, Walmart, Adidas, Burger King, Domino’s and Foot Locker brands had excellent memory potential among users and were very present in the daily lives of many American citizens.
156 volunteers were recruited, half men and half women, of different ages with an average age of 34 years, all have been asked to design the logos of one of these companies with the greatest possible fidelity, what must be verified is the degree of recall of these symbols.
Please note that a logo is a symbol that is used in advertising to represent and identify a brand, are designed with the utmost care, so that they are easily recognizable by users and transmit certain sensations, so the logos are present in all products of the company, as well as in their advertising pieces.
The frequent display of these logos allows people to become familiar with them and identify the brand just by looking at them; this symbol, in turn, conveys a certain image of the company and certain values associated with it.
The Sings team managed to collect a total of 1,500 logos created by the volunteers, drawings that were carefully examined by the researchers, who found several surprises, the first was that in fact people remember the logos and associate them with the corresponding brands, but when they are designed, they are very vague.
The logo that the volunteers reproduced best was ikea, but only 30% of participants in the Branded in memory experiment were able to design it correctly. The least correct logo was Starbucks: only 6% of participants were able to reproduce it faithfully. The common mistake was drawing the mermaid without a crown.
The researchers found that, in fact, these logos are etched into memory like a blur. It’s not something you pay close attention to. It has been concluded, in all cases, that the simpler a logo is, the easier it is to remember it. For example, one in five people were able to faithfully reproduce the Apple logo, although 15% of them drew the apple on the opposite side.
Another of the findings in this study indicates that people tend to remember the company’s initial logos, for example, in the case of Burger King, many volunteers painted a wreath of flowers, although it was removed from the logo 50 years ago. designed apple’s logo in color, although they were retired in 1998.
On the other hand, it has been found that the most memorized element of the logos are their colors, this is the aspect that presented the greatest number of correct answers, suggesting that it has a high level of recall. to remove details such as uppercase and lowercase, small numbers, etc. of memory.
In fact, what remains in the memory is what generates great interest, and logos are not exactly what attracts people’s attention the most, however, it is clear that many people remember brands from all over the world through their logos, and that these are a very strong brand. identity element for businesses.