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Our Brains Trust Brands The Same Way We Trust Our Friends

We look at familiar logos like we look at faces. That’s depressing.

We perceive brands the same way we perceive other people’s faces. That’s the conclusion of a study by Anne Lange and Rainer Höger, which tested 18 well-known brand logos to see how trustworthy we find the companies behind them. The results were compared with a previous study doing the same thing for human faces, and the conclusion was startling.

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