- the “Mehrabian” rule suggests that 93% of our contact with other people is non-verbal.
- the “picture superiority effect”, human beings are more likely to recall visual stimuli than anything else.
- According to the “Gestalt Theory“, people typically view different parts of something as a unified whole when possible. In other words, we deliberately try to find meaning in things, even when no obvious meaning is apparent. The Gestalt theory tells people in the design world that they can convey meaning by ensuring all parts of a unified whole work together.
MEHRABIAN RULE - The 7-38-55% communication rule
Yaffe, P., 2011. The 7% rule. Ubiquity, 2011(October), pp.1-5.
https://ubiquity.acm.org/article.cfm?id=2043156
7% of message pertaining to feelings and attitudes is in the words that are spoken.
38% of message pertaining to feelings and attitudes is paralinguistic (the way that the words are said).
55% of message pertaining to feelings and attitudes is in facial expression.
THE PICTURE SUPERIORITY EFFECT
The picture superiority effect refers to the phenomenon in which pictures and images are more likely to be remembered than words. It is based on the notion that "human memory is extremely sensitive to the symbolic modality of presentation of event information".
Nelson, D.L., Reed, U.S., & Walling, J.R. (1976). Pictorial superiority effect. Journal of Experimental Psychology: Human Learning & Memory, 2, 523-528.
GESTALT PSYCHOLOGY
https://www.britannica.com/science/Gestalt-psychology
Gestalt theory emphasizes that the whole of anything is greater than its parts.
"The publication of Czech-born psychologist Max Wertheimer’s “Experimentelle Studien über das Sehen von Bewegung” (“Experimental Studies of the Perception of Movement”) in 1912 marks the founding of the Gestalt school."
"Wertheimer understood that the perceived motion is an emergent experience, not present in the stimuli in isolation but dependent upon the relational characteristics of the stimuli. As the motion is perceived, the observer’s nervous system and experience do not passively register the physical input in a piecemeal way. Rather, the neural organization as well as the perceptual experience springs immediately into existence as an entire field with differentiated parts."
https://fabrikbrands.com/font-psychology-and-typography-inspiration-in-logo-design/
Finally, if you’re looking for typography logo design inspiration, you can’t get more creative than display or decorative fonts. These are unique, and sometimes customised typefaces that are far removed from the norm, and used most frequently in logos. Highly unique and stylised, these fonts add personality to your business, but it’s important to consider the emotional response your audience will have to them carefully before you commit to a specific choice.
(*Need research into how these display fonts correlate with being the most recognisable)
Decorative or display fonts can be ideal for almost any business logo, because you can easily convey whatever personality is right for you. By tweaking, twisting, and fine-tuning your fonts, you can demonstrate your business as being casual, direct, fun, or unique. Some of the most common display fonts include:
- Bombing
- Gigi
- Jokerman
However, decorative fonts can easily be designed from scratch, meaning that you can produce your very own custom typeface.
https://www.crowdspring.com/blog/font-law-licensing/
- Bespoke type creates a strong brand identity
- Bespoke type - need to patent or trademark it but cannot protect the design
- "Microsoft word type" - free to be used commercially but cannot resell it
- Most typefaces and fonts - sold commercially and needs to be bought - needs approval from EULA to be used for a logo etc.
- Bespoke fonts (that were created by the practitioner) can be given to clients free whereas standardised would need specific EULA approvals.
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