The influence of symmetry on the recall performances of known brand logos

Abstract

The aim of this thesis is to shed further light on the effects of visual brand logo (a-) symmetry on recall performances. The primary question of this thesis is: Do people remember and recall known symmetric brand logos better than known asymmetric brand logos? The primary prediction of this thesis is that exposure to visually symmetric (vs. asymmetric) brand logos will increase memory and recall performance. The experiment of this thesis consisted of two parts that were both executed in an experimental tool called OpenSesame. The aim of the first part was to distinguish which brand logos participants know and which not. The second part of the experiment established which brand logos the participants remembered and recalled. Results of the second experiment suggest that symmetry does not increase recall performances in the brand logos task since the p value, that was found after conducting a repeated measure ANOVA analysis in R-studio, was bigger than 0.05 (F = 0.91; P = 0.347). Therefore there is no credible evidence that people remember and recall known symmetric brand logos better than known asymmetric brand logos and it is more evidential that the 𝑯𝟎: 𝝁𝟏 = 𝝁𝟐 is true. This result does not align with the previous given theories that structured (less complex) patterns are recalled better than complex patterns (Kemps, 2001). In further research a more and larger heterogeneous group should be assembled to give more reliable results with greater power and precision. Furthermore, there is a possibility that the brand logos used in this study were too easy and that the series in the first experiment were not long enough. Further research is needed to create a better understanding on visual brand symmetry since this research does not contribute sufficient enough to the acquisition of more knowledge. Lastly, the results of this thesis can be placed in a broader context within the field of artificial intelligence. AI solutions combined with knowledge on how consumers perceive brand logos could enable marketing researchers with the tools to provide a personalised brand logo to every individual. These personalised logos would them be so tailored to the individual’s visual processes that branding becomes way more effective.