Attention, question: in the apple logo, the bitten apple, is there a leaf or a tail? Which side do you point to? To which side is the bite? Although we all have this logo in mind, that we are exposed to it massively, it is one of the most familiar logos in the world, we will hardly answer such questions.
That is what concluded a recent study conducted by the University of California in Los Angeles. And that is what happens with anything else we are very exposed to: We forget your details and nuances.
In the mentioned study, only one of the 85 participants knew how to draw the Apple logo at the first, even though all the participants worked in a multinational. Less than 50 percent, in addition, fwas able to identify the logo among a selection of slightly modified others.
For that reason, it is easy for companies that plagiarize logos or even brand names to succeed. Is Gucchi written with "ch"? As he explains Henning Beck in his book To err is useful, we not only filter logos but anything we are very exposed to:Advertising
The participants of some studies cannot remember the location of the extinguishers, the distribution of the computer keyboard or the exact characteristics of the traffic signals. (...) The brain is not a remembering machine designed to store details, but to forget precisely those little things, that is, to sacrifice the small for the greater good: to recognize the whole.