Logos , imagotypes and isotypes play an important emotional role in decision-making, especially when information or exposure time are limited. But how are they perceived in the brain?
The eye does not distinguish color but the brain creates it through complex neural processes.
The visual cortex is responsible for recognizing shapes and objects. This part is able to perceive even shapes that do not exist, for example, objects hidden in space.
Meaning and context determine the information general contractors email list that is later added to memory to help us understand and think about everything it encompasses.
How do you process them?
In just 400 milliseconds the following happens in the human brain:
When the eye sees a logo, it sends a signal to the brain. First, the color is perceived, then the shape.
The brain associates the visual pattern of the logo with previous experiences that are stored in memory.
All elements are grouped together to identify the target being observed.
The so-called semantic attributes of experiences give meaning and recognition.
How do you think about them?
Visual cortex: responsible for processing visual information. Recognizes objects, patterns, color and shape.
Anterior cingulate cortex: It is directly related to emotions.
Prefrontal cortex: Adds meaning and context to patterns and images. This is where complex thinking is processed.
Cerebral circumvolution: This is where color is recognized. It is located in the temporal lobe.
Amygdala: This is where memory and emotional reactions are processed.
Orbifrontal cortex: Located just behind the eyes, this is where decision-making takes place. Interestingly, this is where we think about rewards and punishments.
Insular cortex: It is related to self-emotion and personal functioning.
Without a doubt, logos are the fundamental basis of the entire corporate image. They are the basis for colors, style, and reflect the personality of the company or personal brand. It is important to have the services of graphic design professionals who can help us develop this important element and take advantage of it to give clients and potential clients a feeling of trust and security.