PSYCHOLOGY37 Marks and Meaning

According to Psychology Today, each of us is subjected to anywhere between 3,000 and 10,000 brand exposures every day. We don’t yet understand the complete psychological effect of so many commercial messages, but this much is clear: Logos play a big part in this increasingly rich and complex landscape.

Graphic identities and the entities they represent need to reflect the values, demographics, and psychology of their intended audience. Many essential elements of a graphic identity—shape, color, pattern, etc.—mean different things to different audiences. Understanding people’s needs and desires through research and rapid prototyping is one way of evaluating graphic treatments for an identity. Can you test the appeal ...

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