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According to a recent study published by the British newspaper "Daily Mail" on August 25th, a survey involving 150 Americans who attempted to redraw famous brand logos from memory revealed that only 16% of participants could accurately reproduce the logos. Many people often make common mistakes when trying to recall brand logos, even with the help of colors and distinctive features.
Every day, billions of people around the globe encounter some of the world's most recognizable brand names like Apple, Starbucks, and Foot Locker. While individuals might think they have a solid grasp of these logos, the reality is quite different. A design company named Signs.com, based in Salt Lake City, Utah, conducted this research. They asked 150 Americans to draw various logos from memory and analyzed the results to identify common errors people tend to make.
The study found that people generally excel at remembering the colors of a brand's logo, but struggle with recalling the specific shapes and elements within the logo. Overall, 16% of participants were able to draw nearly complete versions of the logos, while another 37% managed to draw recognizable but incomplete versions. The complexity of the logo played a significant role in how easily it could be remembered. Men and women performed similarly in terms of accuracy, regardless of the logo's complexity. However, age was a factor, with younger participants being more accurate compared to older ones.
Apple:
Data shows that six hundred million people worldwide own Apple devices. You'd think it would be simple to remember Apple's iconic logo. However, the study found that only 20% of participants could draw the Apple logo almost perfectly. Approximately 33% mistakenly thought Apple's logo included a stem on the leaf. While 15% got the direction of the leaf wrong, 75% correctly identified the leaf as part of the logo. The bitten apple is perhaps the most recognizable feature, making it unlikely for anyone to mistake it for a cherry.
Adidas:
Data shows that Adidas, the world's second-largest sportswear brand, introduced its triple-stripe logo in 1952. Despite its widespread presence, only 12% of participants could draw the Adidas logo from memory. Eleven participants incorrectly believed the logo had four stripes, and 21% mistakenly thought the first letter in the name was an uppercase 'A', whereas the actual letters are all lowercase.
Burger King:
Data shows that the Burger King logo is more intricate than those of Apple and Adidas. Surprisingly, 18% of participants were able to fully recall the Burger King logo. One interesting finding was that many people incorrectly identified brand advertising elements as part of the logo. The Burger King logo hasn't featured a crown since 1969, yet 21% of people drew one. Another surprising result was that 20% of participants drew a version of the logo used by Burger King from 1969 to 1999.
Domino's Pizza:
Data shows that the three dots on the original Domino's Pizza logo represent the first three stores owned by founders Tom and James Monaghan in the 1960s. 28% of participants recalled that the logo has three dots, two at the bottom and one at the top. 37% believed there were more than three dots, and 54% didn't remember the dots at all. Overall, 16% of participants drew a nearly complete Domino's logo, while 28% made multiple attempts.
Foot Locker:
Data shows that Foot Locker and Starbucks are among the most memorable brands, yet people's memories of them are surprisingly inaccurate. Among those who included reviewers, only half correctly remembered that the figures on the trademark were forked at the waist. Additionally, 60% accurately drew the faces of the figures. Overall, only 12.5% of participants drew the exact correct mark.
Starbucks:
Data shows that the current Starbucks logo, which was introduced in 2011, is a simplified version of a two-tailed mermaid in green and black. Despite its simplicity, only 60% of participants could draw the Starbucks logo almost perfectly from memory. Among those who remembered the logo, 90% were young women. 45% forgot that the mermaid wears a crown; 16% placed the crown and stars in the center; 55% forgot the two-tailed mermaid.
What does the color of a brand logo reveal?
In 2014, researchers from Missouri-Columbia University tested the relationship between mood and trademark color with approximately 184 adults. The results showed that blue logos inspire confidence, success, and trust; green logos stimulate perceptions of environmental friendliness, as well as tenacity and masculinity; purple logos evoke femininity and charm; pink logos bring youthful and fashionable feelings; yellow logos inspire happiness and modernity; and red logos convey professionalism and confidence. (Compiled by Intern Xiao Guangjun, Reviewed by Li Zongze)