How Consumer perception when they seing logo of any brand and what things company mentioned while making their company's LOGO This is a part of an assignment done at Symbiosis Institute of Business Management, Bengaluru

1. Perception analysis-
Consumer Research
ABHISHEK RAWAL

2. Objectives
• Explain what makes a great logo
• Discuss four major factors that
define a memorable logo
• Discuss how color makes logos
successful
• Discuss the affects color on logo

3. Businesses Use Logos to Market
Products:
• Logo increases brand recognition by up to 80%
• Logos are used to ‘brand’ products, companies and
organizations
• Logos are used to indicate quality of the
merchandise
• Logos can influence consumers’ purchase decisions

4. Businesses Use Logos To
Market Products:
• Logos affects how consumers see things
• Logos affects consumer emotions
• Logos affects buying decisions
• Logos is used in ads because of its superior
attention getting properties
• Logos can capture and hold attention

5. What makes a classic logo?
• The process of creating a good logo is involved. It
requires an eye for composition and creativity, and
patience. Good logos generally have 4 important
characteristics.
• Simple
• Bold
• Classy
• Memorable

6. What makes a classic logo?
• Simple – The best logos are usually simple.
Intricate detail and multiple colors are
usually not a part of successful logo design.

7. What makes a classic logo?
• Bold – Like bolded text in a book, a bold logo
grabs the viewer’s eye. Logos must have an
impact on the viewer. Customers equate your
business to the logo. It is a representation of
the business.

8. What makes a classic logo?
• Classy – Great logos are elegant and classy in
design. Elegant logo design is achieved with
the right combination of colors and graphic
elements.

9. What makes a classic logo?
• Memorable – Good logos have a clean, clear design
that is easily remembered, one the viewer can still
see with their eyes closed. Like the tune of a catchy
advertising jingle, it should be hard to forget.

10. Distinctiveness

11. Adaptability & Simplicity
Visibility and Exposure

12. Logo interpretation
• visual processing,
• Visual perception
• cognition

13. Visual processing
• Where: shape recognition, text recognition, spatial
organization, luminosity.
• What: colour, emotion, texture.
• Logos target the quicker, more precise where system.

14. Text and Word marks

15. Visual Perception
• How the viewer perceives the imagery, the perceptual
organization done by the viewer.
• How the arrangement of elements is perceived as a whole.
• Perception is based on our desire to separate the figure from
the ground.

16. • Harmony between light and dark,figure and ground, positive
and negative space (Notan).
• Ambiguity between figure and ground. Brain has to guess at
figure, or remain unresolved.

17. Cognition
• We can associate a logo with previous
knowledge, we can feel emotion for a logo, we
can be overly-familiar with a logo, we can
understand meaning through the juxtaposition
of meanings.
• Recall that a logo communicates a message
through a meaningful arrangement of elements.
• In the case of parody logos, the new, and
stronger, message is created by opposing it to
the original message.
• The clever placement of two horizontal lines
makes a cultural and political statement.

18. Emotion

20. The Importance of Colours in Branding

21. • http://www.playbuzz.com/benjaminbirely10/what-color-is-
your-personality

23. • Colour is too dependent on personal experiences to be universally translated to specific feelings.
• Brands and colour hinges on the perceived appropriateness of the colour being used for the
particular brand (in other words, does the colour "fit" what is being sold).
• Colours influence how consumers view the "personality" of the brand in question (after all, who
would want to buy a Harley Davidson motorcycle if they didn’t get the feeling that Harleys were
rugged and cool?.
• It has even been suggested that it is of paramount importance for new brands to specifically target
logo colours that ensure differentiation from entrenched competitors (if the competition all uses
blue, you'll stand out by using purple).

24. • When it comes to picking the “right” colour, research has found that predicting consumer reaction to color
appropriateness in relation to the product is far more important than the individual color itself. So, if Harley
owners buy the product in order to feel rugged, you could assume that the pink + glitter edition wouldn't sell
all that well.

25. • High fashion clothing feels sophisticated, camping gear feels rugged.)
• Certain colours do broadly align with specific traits (e.g., brown with ruggedness,
purple with sophistication, and red with excitement).

26. • The most notable points in these images is the supremacy of blue across both genders and the
disparity between groups on purple.
• The psychological principle known as the Isolation Effect states that an item that "stands out like a
sore thumb" is more likely to be remembered.
• The studies Aesthetic Response to Color Combinations and Consumer Preferences for Color
Combinationsalso find that while a large majority of consumers prefer color patterns with similar
hues, they prefer palettes with a highly contrasting accent colour.

28. • Another way to think of this is to utilize background, base and accent colors to create a hierarchy (as Josh from
StudioPress showcases below) on your site that “coaches” customers on which color means take action:

29. • Although you may start to feel like an interior decorator after reading this section, this stuff is actually incredibly important
in helping you understand the why behind conversion jumps and slumps. As a bonus, it will help keep you from drinking the
conversion rate optimization Kool-Aid that misleads so many people.
• Consider, for instance, this often-cited example of a boost in conversions due to a change in button colour:

32. The BMW logo is certainly one of the key elements behind the success of the company.
The logo has been slightly modified over the years, however, it still continues to
provide the company with a powerful corporate representation.

33. Round-1 : KNOW YOUR LOGO??
5 POINT 10 POINT
NIKE PUMA
AMAZON BASKIN ROBBINS
MAC-D ANDROID
DELL ADIDAS
SONY VAIO CISCO
APPLE BJP
BMW VODAFON
BEATS
FEDEX

45. Round-2 :
• Know Hidden Meaning of LOGO??
• Video

46. COST
 Stand out from competitors
 Complement and support a long term business
 Increase brand recognition
 Face to face interaction with customers
 Passive advertising
 Brand identity

48. COST
 Stand out from competitors
 Complement and support a long term business
 Increase brand recognition
 Face to face interaction with customers
 Passive advertising
 Brand identity