Remember when when Gap tried to change their iconic logo and the immediate backlash from consumers? No? Well it happened. And as luck has it, neuroscientists were consulted for advice on why their new logo failed. Some advice:
-When a word overlaps with an image, the brain tends to ignore the word in favor of the image
-The sharp edge behind the letter “p” can invoke negative subconscious feelings.
-The old logo had a slightly odd font, which our brains prefer and remember better.
-High contrast is good. The new logo’s “p” is lost in front of the blue box.
-The capital “G” followed by lowercase letters makes our brains think of “Gap” as a word rather than a logo.
Some would argue that these are principles that every designer knows, regardless of lacking a neuroscience background. But it’s nice to know the neural reasoning for things we take for granted, like design.
via PR Newswire