Consumer’s opinion of a product’s ability to fulfill his or her expectations is one of the most important traits a brand could have. Eventhough a logo may have little or nothing to do with the actual excellence of the product it needs to be easily recognisable and give a sense reliability.
Therefore what would the caracteristics be for an effective logo ? Could it be the colour, the shape, the placement, or even the meaning, for example ? Before anyhting else, the company’s public face (the logo) must be transferable to any medium that bears its brand—whether it’s a fleet of trucks, packaging, web adverts, or social media.
An effective logo is easily recognizable at a glance, both in color and in black and white, which means that a good logo should be able to work on a highway billboard and a Twitter avatar for example. As a consequence, if a copany’s logo relies on fine print, it won’t be as effective. In this article, we’ll be using a company’s logo that demonstrates brandability in any form – McDonald’s.
The beauty of neuroscience and perception is that it doesn’t have to be complex to be effective. Now, let’s take a look at what makes this McDonald’s advertisement special. We will also show in the next few paragraphs how this campaign is noticeably influenced by science.
The left placement of the logo on the billboard actually helps our brains better perceive the brand faster. Research studies have proven that objects placed on the left side of our field of view are better processed using the right side of our brains and vice versa. This is because our optic nerves criss cross when they enter our brain, therefore the right side of our brain is better at perceiving images, and the left side of our brain is better at processing numbers and writing. The image placement and writing in this advert are placed in the best spots possible for our brains to process this information effectively and efficiently.
One of the most difficult things in marketing would be making an influential statement. This billboard speaks to a very common buying focus of consumers when it comes to food – organic food and nutrition. In just three words you are now aware a portion of chips is made of only potatoes, therefore it can only be nutritious. In other words, the easier it is to think about the message behind an ad the easier it is to act upon it.
Moreover, numerous neuromarketing research studies have shown that consumers respond better emotionally to more detailed foods they’re familiar with. In this case, the detailed and oversized potato and chips accentuate our familiarity.
Visually, lowercase is preferred text font because the brain likes consistency, which is du to the fact that when we read a properly capitalized text we’re prompted to look for more semantic meaning as though we were reading a textbook.
Finaly, we all know the human brain is extremely visual, so the fact that the images and font pop off the background are more helpful to perception. Our brain loves clear contrast, therefore shouldn’t we all take a page out of McDonald’s book and make a more contrasting advert ?
Nowadays, every company has an advertisement to catch our attention but because we’re so perceptually bombarded, nearly all of the advertisements turn into white noise that we end up ignoring.
Shouldn’t the goal for companies no simply be to catch our attention with advertising and marketing, but to have the consumer genuinely interact with your message ?
Want to see where I got some of my information ?
Social Brain : Neuroscience for personal and professional progress – click here
About Advertising : Six basic rules of billboard advertising – click here
Marketing Donut : Billboards and outdoor advertising – click here
Sparring Mind : Marketer’s Guide to Information Visualization – click here