Brands
Among luxury brands, an increase in the size of the logo by one point on a seven-point scale results in a $122.26 price decrease for Gucci and a $26.27 decrease for Louis Vuitton.
To dispirited fans, Spotify Wrapped suddenly seems less like an honoring of personal taste and more an ingenious user-generated content farm that benefits the bottom line and brand recognition of a corporation chiefly concerned with profit margins and squashing its competition.
The results show that most people are very good at recalling brand colors – around 80 percent selected the correct palettes for their drawings, while shapes and elements in logos are harder to recall.
When a brand’s logo changes over time, a subset of people mistakenly conflates old and new versions. Similarly, we sometimes slip up when advertising utilizes strong symbols not used in the logo (e.g., the Burger King crown).
Overall, 16 percent of people drew near perfect logos, and 37 percent were good but not perfect. As we would expect, the more complex the logo, the less likely people are to remember it in full.
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