The Incredible Way Your Brain ‘Sees’ a Logo. Via The link: http://www.logomaker.com/how-your-brain-sees-logo-design.html Thanks!

How Your Brain ”Sees” a Logo

Logos play an important role in influencing decision making, especially when information or time is limited.

Neuroscientists have been studying how the brain perceives and recognizes a logo design, and how it impacts decision making. Here is some of what they’ve learned. What your brain is looking:

Color – scientists believe that your eye doesn’t see color at all – your brain creates it through neural processes that take place along the fusiform gyrus, the Hippocampus, and the primary visual cortex located at the back of the brain.

Shape – once the color is identified near the back of the visual cortex, a signal is sent forward to the ”what pathway” near the front of the visual cortex where shape and objects are recognized. It can even see shapes that aren’t there.

Meaning – while color and shape are ”bottom up” information, that is, it’s gathered from the immediate environment; context and meaning is ”top down” information added by your memory to help you understand and think about what is all means.

This process uses many parts of the brain, but primarily the amygdala and orbitofrontal cortex where emotions and rewards are processed. Logos can actually change behavior. When scientists showed an Apple logo to some students and an IBM logo to others, the students who saw the Apple logo performed better on a creativity test.