Sam's Club: A Case Study on Logo Evaluation
In a world where we are bombarded my thousands of
logos everyday, each one trying to pique our
interest to reinforce the brand, knowing how the
consumer's neurology is affected by this message is
an important piece of the puzzle. The following case
study demonstrates how an Advertising Agency
utilized Sands Research's proprietary IP analysis to
determine consumer preferences of a logo prior to
presenting it to the client.
Some keys steps in the process include:
1) Randomized presentation of logo candidates to
participants via computer screen
2) Multidimensional scaling to determine how
participants categorize logos
3) Analysis of brain response to each logo, relative to
multidimensional scaling
4) Final candidates selected based on a combination of
behavioral and neurological data
'Sustainability' Logo
Candidates
Sands Research uses a unique array of tools to
quantify the neurological preferences of print
advertisements, logos, product packaging, and even
product placement. Through multidimensional scaling
we use statistically significant data to determine
levels of engagement in response to the marketing
medium. Exploring the similarities and
dissimilarities allow for clarity and unbiased
preferences to be discovered and plotted on a
perceptual grid.
Figure 1: Multidimensional scaling to determine
neurological preferences
Figure 2: Cortical responses utilizing multiple
paired trials
Third Best Engagement Level
with Logo Concept:
Per the bar graph below, the increased intensity of
the color (yellow represents most intense)
represented, the greater the emotional engagement
level with the logo. In addition, activity located
in the parietal (rear) lobes of the brain are
associated with emotion, versus the frontal lobes of
the brain, which are associated with reasoning.
Highest, Most Intense Engagement
Level with Logo Concept
Second Best Engagement level with Logo
Concept
Sam’s Club selected to use
this logo design for their very successful "Simple
Steps for Saving Green" campaign which easily
identifies environmentally friendly products
throughout their stores. Click the image above to
view the Sam's Club Sustainability Logo in action.