Have a look at the above logos.
In creating a business, perhaps one of the more difficult decisions one must make is the creation and selection of the brand logo as it will represent the company. According to researchers at Duke University’s Fuqua School of Business, your exposure to the above logos actually influences your behaviour. To be precise, a 30 milliseconds exposure to Apple’s logo makes you more creative than a similar exposure to IBM’s logo.
These findings are anathema with traditional marketing beliefs that subliminal advertising may in fact be effective. Some market researchers had tried to put the motion forward, such as James Vicary in 1957, who claimed that his Coca-Cola’s sales are boosted by flashing ‘Drink Coca-Cola’ ads. The marketing community dismissed this finding at the time but recent researches are starting to suggest otherwise.
A test done on 341 university students, where they are exposed to logos of well-known brands and their behaviour then gauged using a series of tests reveals surprising results. 30-millisecond exposure to Apple’s logo makes you more creative than an exposure to IBM’s logo and an exposure to Disney’s logo prompts you to be more honest than exposure to E! Channel logo.
As a note, researchers on the matter discovered that these exposures are not supposed to be like TV adverts, where the length of the TV ads enables sufficient time to set up their mental defences. This behaviour priming only works with brief exposures to brands.
This recent finding, surprising as it is, also raises more questions. Such as, if Apple’s logo really does make one creative, will exposure to the logo be helpful, say, before an art exam? Perhaps the Disney logo could be used to instill honesty to aid the police during interrogation?
7 comments:
i wouldnt say that the logos would affect the behaviour of the consumer, but rather the behaviour of an employee.
http://forums.somethingawful.com/showthread.php?threadid=2799371
that link has a lot of old company logos. the starbucks one is something to think about.
Ninja-post!
Interesting bit to chew on, but it certainly isn't something new (As you've already covered.) The whole thing people seem to not cover on in this whole shindig is how people tend to get things stuck in their heads, and what they think in turn causes them to do something. Like, you stick a guy in an empty cell with a TV showing nothing but flashing repetitive colours at 24fps. That's the only thing that's gonna be stuck in his head for awhile - A damn lot of flashing colours. And given enough exposure he won't be able to get it out of his head either.
It's like watching Bambi get his brains blown out by a shotgun played in slow-mo: You don't want to look at it, it's murder to the senses, BUT YOU CAN'T TURN AWAY.
Okay, I'll admit that last part was totally random.
yew kuan, you do realize this blog is being graded by Aimans uni. try not to scare away the examiners please.
haha guys, thanks for the input! and yew kuan, i haven't heard from u in ages (months really, that's long enough though)!
yeah, u do have a point there praveen. i haven't read anything about it but i'm sure company logos do affect employee behaviour. as the article says '30-millisecond' exposure to logos, i'm sure employees are getting a hefty dose of their 30 millisecond exposures of their company logo everyday.
and this just crossed my mind, PC users, when they switch on their comps, are exposed to the Windows logo. It'll be interesting to see what behaviour Windows induces (I wouldn't know, I use a Mac :P)
Blame ignorance on that part, Praveen. (i.e. - No, I did not realize that fact.) Seriously though, I don't see anything that'll scare most jaded examiners away.
And as an animator major, I happen to hear a lot of morbid (Yet not unexpected) things about Disney work ethics, so I wouldn't know about brainwashing being effective there. Everything has to be done from a reference. Mickey Mouse probably has references for every 360 possible angle. The rigidness causes a lot of people to just spend a couple of years working under Disney just so their resume sports the coveted 'Disney' work experience backing.
Also, one more thing - Apparently Windows Vista does away with the opening logos now. Mine doesn't have 'em, anyway. Just the whole loading bar at the bottom.
my oh my, good article
but yeah, it does actually. in fact a brand or a logo influences buyer/mass market behaviour through the image that they are portraying
my thesis is on branding and consumer behaviour so yeah, all this stuff is driving me nuts! =)
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