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Results from a recent study may provide insight on what types of logos make the biggest impact on branded packaging. Siegel + Gale polled 3,000 consumers from the U.S. and the UK on their attitudes toward 100 of the world’s largest brands.
Brian Rafferty, global director of research insights at Siegel + Gale, said that participants thought the simplest logos were the best. The study found that consumers are 13 percent more interested in simple logos than complicated ones. The most memorable logos belonged to some of the most obvious brands: Apple, Coca-Cola, Nike and McDonald’s. However, other big brands, including Google, Microsoft, Amazon, Target and Adidas trailed behind in memorability.
The study found that more consumers remember logos with a custom wordmark, such as Coca-Cola, or an organic logo type, such as Apple. Rafferty said that when people recognize a logo, they are more likely to associate the brand with positive traits like trust, respect, innovation and friendliness.
Likewise, respondents tended to use words like “pretentious,” “tacky” and “boring” to describe an unrecognizable logo. For that reason, he warned against brand change without providing context. When a company changes its branded packaging or logo, consumers assume the product has become worse, Rafferty said.