People recognise brands just like faces - study


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BERLIN - Trademarks are perceived by the same psychological mechanisms that enable the recognition of faces, according to results of a study on the psychology of trademarks released on Friday.

The survey originated at the Institute for Experimental Business Psychology at Leuphana University of Lueneburg.

During their research, scientists compared the reactions of viewers to 16 well-known brands, such as Coca Cola, Rolex, Porsche or Apple and 18 computer-generated faces.

The subjects of the study were asked to evaluate both pictures according to predefined categories and to evaluate them according to trustworthiness, care, strength or assertiveness.

The investigations showed that two basic dimensions dictated a large proportion of the way not only trademarks, but also faces are perceived. While one of the dimensions constitutes overall assessment, the other dimension concerns the impression of strength.

According to the study, well-known brands are inclined to use the faces of celebrities, believing they will bring a lot of attention.

Regardless of the popularity of the advertising medium, the observer also links the brands’ image to certain properties, which makes it also possible to test whether this fits the brand image, said the study.

The results regarding the perception of faces and associated brands will help better identify what determines the perception of brands and how to influence this process, said scientists.