Analyzing the pattern recognition of brand logo: Focusing on the perception and memory process

Abstract

Background The purpose of this study is to investigate how perceived visual information is stored in the human brain and to what degree it differs from the original information when recognized later. Therefore, we analyze the process of pattern recognition by searching for a methodology of design that can remain in people's memories with minimized errors in the reconstructed memory. Methods We measured the process of pattern recognition using nine brand logo experiments and we videotaped the experiments using 50 participants in their 20s. First, the measurement of pattern recognition, recall number, reaction time, and shape processing were organized based on the classification items. Second, multiple regression analysis was conducted for causal relationships to enhance research validity of the analysis results. Results The results of the study suggest that the simpler the shape of the logo and the more distinctive its features, the higher the level of perceptual arousal occurs resulting in long-term memory via a bottom-up process. The lower the perceptual arousal intensity, the lower the topdown processing due to the episodic memory, the lower the degree of consistency of the pattern recognition. In this process, the internal context of the individual associated with the brand can be seen to have worked. Conclusions A new explanation was given to the process of pattern recognition consumer attitudes. Through the experimental analysis, we examined the complexity of forms and the importance of different types of memory storage and retrieval processing methods that result from different visual elements.