Neuropsychology already know that is extending its borders to previously unimaginable fields ranging from Neuroeconomics
to Genomarketing
. Now also used to evaluate the visual impact of logo design.
in this case was taken as the center of Gap's new logo which was assessed from eye-tracking and implementation of EEG. Interestingly, we found that this new design is not "lit" the brains of people as expected while on the contrary, the design Previous obtained outstanding results.
To know what we are talking about here are the pictures of the old and the new logo Gap:
From these results, the researchers analyzed more deeply the Gap's new design and concluded that it violated some rules of Neuromarketing:
- Overlay = a miss. The investigation revealed that when the words are superimposed on the images, the brain tends to ignore or overlook the words for images. In the new logo the "P" superimposed on the blue square was overlooked by the brain. Something that is not very effective if we are promoting a brand name.
- Sharp edges alter the unconscious. Forcing the brain to see what causes sharp forms in neuroscience is known as an avoidant response. In Article
Taketo Maluma or has already been a deepening of this fact by which we tend to identify the sharp edges with danger. Thus, a company whose logo has a tapered design work will cost you more time to earn the trust of potential customers.
- The brain prefers unusual sources. While the marketing assures us that single letters are easier to read, the truth is that modern research in the area of \u200b\u200bneuroscience tell us that the brain prefers unusual sources. Precisely from this budget the first Gap logo got to stay in the memory of customers.
- Contrast High / Low. In our brain called attention to the contrasts, the monotony of colors and forms is boring. And precisely this was one of the reasons why the new logo not Gap was so well received as expected. The contrast almost passed inapercibido.
- Loss of identity. And this case is not just the Gap, but other
luxury brands have lost its position among consumers to enhance their products indiscriminately. In fact, if you read the opinions of people on Gap, many agree that "
Gap is a brand of jeans " but today is not only that. Thus, many consumers probably associate a new logo to unwanted changes in the expanding market for Gap, with this, the new logo itself already has alienated.
As can be assumed, as before an unfriendly reception, Gap finally returned to its old logo, maybe even better ideas arise.
Source:
(2010) Brain Gap: NeuroFocus Study Reveals What Went Wrong With the Gap's New Brand Logo In: PRNewswire.
0 comments:
Post a Comment