Abstract: Logo design attracts the attention of the viewer through accurate ideas and creative forms. It enhances the recognition and memory of the logo by adopting new shapes, simple and vivid colors. The memory in the logo design plays an important role. It enables the viewer to extract logo information from the brain in the purchase behavior and purchase goods according to the logo. This paper mainly makes a preliminary study of the memory programs and strategies in logo design.
Keywords: logo design memory people can see the logo can remember it? the answer is negative. The signs people see in today’s era can be said to be numerous, but how many signs can actually enter people’s memory systems, and after these signs disappear from people’s visual range, can people “remember†them? The purpose of the logo is not only to make people interested in the logo itself, but more importantly to make people have some influence on people's behavior after receiving their information.
First, memory memory is the psychological process of accumulating and preserving individual experience in people's brains by means of remembering, keeping, recognizing, and recalling. Memory is a positive and active activity. People can actively encode the information they input into the outside world, making it an acceptable form for the brain, and information can be transformed into memory. At the same time, people's acceptance of outside information is selective, and only those things that have meaning to people's lives can be consciously remembered. 1
Second, the memory of the logo's memory symbol is that people have certain understanding of the idea of ​​the logo and the information conveyed through the creative form, and they are retained as experience and have an impact on future consumer behavior. For example, people store the sign information of a product in the perceived advertisement, and in the next purchase behavior, the sign information is extracted from the brain and the product is purchased according to the sign. People remember the information conveyed by the logo mainly in the form of image memory and logical memory:
1. Image memory Image memory is the memory of the specific image reproduced in the brain by the perceived things. It preserves the perceptual characteristics of things and has significant intuitiveness.
2. Logical Memory Logical memory is a memory with concept and concept as the main content, which is characterized by generality, comprehension, and logic. Logical memory is the quickest and most economical form of an individual's experience in storage. Its content exceeds image memory both in quantity and quality. Logical memory is a unique human form of memory.
Third, the procedural memory of the logo memory is a process from "remember" to "remember" as the word "memory" itself indicates. The memory process includes four aspects, namely memorizing, maintaining, recognizing, and recalling. Memorization is the process of identifying and remembering things, thus accumulating experience; keeping is the process of storing and consolidating the acquired experience; recognizing that when experienced experience reappears, it can be quickly recognized; recall is to restore the past. The process of experience. The four are closely linked.
The memory program of a sign is firstly a process of recognizing a sign, that is, a process in which a viewer obtains sign information. Memorizing the mark is the initial part of the mark memory process, and it is a necessary prerequisite for maintaining the link. To improve the memory effect of the mark, good memorization is required. The logo memorization includes the viewer's repeated perception, reflection, and experience of the logo information.
Followed by the sign of the link. The maintenance of the logo refers to the process in which the viewer's impression of the logo has been consolidated in the brain. The sign keeping is not only necessary to consolidate the signs, but it is also an important guarantee for the sign recognition or recall. The maintenance of the logo is a dynamic process in which the stored logo information changes under the influence of experience.
Once again, the sign recognition link. When the flag information experienced has reappeared, it can be quickly identified. This is the process of recognition of the logo. Because of the individual differences in viewers, there are differences in speed and degree of recognition of signs. This depends on two conditions: First, it depends on the extent to which the current sign is similar to the sign that has been experienced; and second, it depends on the consolidation of the sign that has been experienced.
The last part is the memory of the logo. Logo memory refers to the impression process of remembering and reappearing marker information that has been experienced in the brain. There are direct and indirect differences in the memory of the sign: directness is a direct recall of memories of past experience from the current sign, and indirectness is the recall of signs through a series of intermediary associations.
The viewer's memory program for sign information is composed of the processes of the above four links. These four processes occur in chronological order and are indispensable. 2
Fourth, increase the strategy of sign memory 1. Reduce the amount of memorized materials
In order to enable viewers to effectively remember the sign information, the amount of memory content should be reduced as much as possible. Since viewers generally do not deliberately remember the motivation of the logo, the time for remembering the logo will generally 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 the logo design, attention must be paid to a simple, clear, accurate expression as the starting point, which is clear at a glance. 3
2. Increase the stimulation of the combination of visual and dimensional
In order to increase the viewer's interest in identifying stimuli, logo design should seek to increase the multi-dimensional combination of stimuli. For example, in the design of logos, the combination of shape and meaning, combination of shape and character, and combination of form and color can be used to increase the amount of information transmitted. This combined effect equals an increase in the information content of the logo, allowing viewers to deepen their impression of the logo through an interesting visual.
3. Make full use of the advantages of image memory
Logo design to increase the memory of the viewer can use image memory. Image memory is an intuitive, concrete image-based memory. Intuitive, concrete images are generally easier to remember than abstract images. Therefore, in the logo design, it is possible to deliberately use realistic or symbolic concrete images for expression. This will not only attract the attention of the viewers, but also make people understand at a glance, increase the degree of awareness, and improve the memory effect.
4. Increase memory by understanding
Understanding is an important condition for memorizing information materials. The establishment of memorandum on the basis of understanding helps in the comprehensiveness, accuracy, and consolidation of information materials, and its effect is superior to simple mechanical memorization. This is because understanding can link information materials with the viewer's existing knowledge and experience, and incorporate new information materials into the existing knowledge structure, so as to be able to profoundly deepen the effect of memory.
5. Consider the memory characteristics of different viewers
Because the audience group is composed of people of different ages, genders, occupations, cultures, experiences, and lifestyles, there are great differences in memory ability and memory habits. For example, children are generally easy to remember for exaggerated, vivid, lively and vivid things, and older people often have a significant decline in their memory. Therefore, the logo should consider the memory characteristics of different audiences in order to effectively enhance the viewer's memory.
A merely perceived sign does not necessarily affect people's behavior. Only signs that are remembered by people can influence people's future purchase behavior. Therefore, a sign of success must strive to leave deep memory for people.
Note:
1 Zhu Jianqiang: Advertising Visual Language, Xiamen University Press, 2000, p. 83. /2 Chen Yinian, Huang Jixi: "Advertising Art Design", Chongqing University Press, 2002, p. 21. /3 Feng Jiangping: Advertising Psychology, East China Normal University Press, Shanghai, 2003, p. 110.
Wan Xi West Jiaotong University School of Art and Communication
Source: "Decoration"