Visual Effects of Logo on the Attentional Filter and Perception

Abstract

The purpose of this project is to understand the effects of different logo design elements (i.e. spatial frequency, contrast sensitivity, and colour) to assess their effectiveness at gaining the attention of consumers. The propensity of elemental changes to break through the attentional filter is expected to provide insight into the decisions made about brand logo design to improve the likelihood that a logo can gain attention in a busy market or communication channel.