A Strong Logo = An Identifiable Brand
This makes the logo a cornerstone of a successful package design.
- Consumers recognize abstract logos faster than other types of logos. The human mind constructs a distinctive, more specific shape relatively easy. Logo recognition comes faster. This is what makes logos more easily identifiable when walking past packaging on store shelves.
- Abstract logos require fewer consumer “fixations” to achieve recognition. The research found that the average number of fixations on the logo was lower for abstract logos than for two other types of logos—descriptive and suggestive. The implication? Even with fewer viewings of a package, consumers recognize a brand easiest when the package contains an abstract logo.
- Suggestive logos tend to confuse consumers. They were the least effective in achieving recognition. They fail to provide enough reference points so consumers can immediately name and identify them.
To determine the answers, Claessens Product Consultants conducted a study on the quality of logos. The study defines a logo as a brand’s visually symbolic identifying mark (Coolsma and Van Dommelen, 1996).
The results show that consumers recognize abstract and descriptive logos faster and more easily than suggestive logos. Suggestive logos had a significantly lower correct identification rate (60.7 percent) than abstract logos (70.6 percent) or descriptive logos (71.2 percent).
In addition, consumers took longer to identify suggestive logos.
The Nike “swoosh”—an abstract logo—is one of the most universally recognized brand symbols in the world.