The contribute of graphic style and connotations to memorability of brand marks from agri-food sector

Abstract

This study aims to understand the process of decoding brand marks particularly how people perceive brand marks styles and connotations, and also reveal which characteristics contribute a better memorization. It is not intended to create standards or a system for brands to employ during brand marks design or visual identity projects. Our purpose is to provide knowledge, a reference frame and principles according to which companies can make informed decisions about how to evaluate or design brand marks. The study was conducted online with 150 respondents in Portugal, asking them to evaluate 15 brands marks of agri-food sector, specifically, olive oil brands. It was used a model adapted from the C-HIP model (Wogalter et al. in Warnings and risk communication. Taylor & Francis, London, 1999 [1]) particularly for meaning/comprehension; Subjective evaluations; Self-reports. The respondents were asked to name the brands they found to be the most memorable and visually appealing, selecting the top attributes recognizable and those they did not recognize. The brand marks were organized by typologies, iconographic, descriptive or abstracts, establishing relations with graphic style, connotations and memorability.