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This is how people drew Apple Logo #inattentionalAmnesia

Eighty-four percent of people remembered the bite, but over 1 in 5 mistakenly drew it on the left side instead of the right.


As Sherlock Holmes said, we “see, but do not observe.” Logos of giant corporations are so widespread that we don’t need to have a photographic memory of them to recognize and engage with these brands. Instead, we remember just enough to get by. This process has been dubbed “inattentional amnesia” – despite seeing something many times, we fail to create a lasting memory of it. We found this to be the case even when participants engaged with the brands more than average.

How complicated is your logo (and branding)?

Source: Branded in Memory

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