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The science behind how brains process logos

(Business Marketing) Logos are processed by the brain in less than half of a second, and it is your brand’s first impression – get to know more about the science behind this process.

brain logo

How a brain processes a logo

Because you’re a professional, you know that your logo is the most important first impression you make, especially in a digital world, but do you know how the brain’s visual cortex interacts with that image, and how many milliseconds it takes to process?

No? You’re not alone. Knowing the science behind how the brain “sees” a logo can help to make sure you’re putting your best foot forward.

Logomaker has compiled the latest data on the process of how the brain sees a logo. Despite the complex nature of the process, our brain completes that process in under 400 milliseconds – that’s less than half of one second.

“We took a look through a stack of scientific journals to find out what scientists have been learning from the latest brain science—and to learn how humans “see” and think about the logos they encounter,” the company states, compiling that data into the following graphic:

how a brain sees a logo

So what have you learned?

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  1. Maven at the Market

    November 24, 2014 at 6:56 am

    This study is fascinating. I spend a lot of time reeducating advertisers on the importance of a well designed logo, especially small businesses. For some reason, when a logo project gets to an agency it usually has the lowest budget, the shortest lead time, and has way too many people giving feedback. The science and research often get overlooked. (Don’t even get me started on intellectual property management and trademarks.) If your logo is going to be the face of your company it has to appeal to your target audience. You have to know what designs elements will encourage your future brand enthusiasts to engage with you.

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