What makes a good logo?
Episode description
In this episode, I chat to Pete Miller, part of the co-founding team at Octopus Energy, who helped design one of the most recognisable new logos in Britain.
Hear how Octopus used two proven psychological principles to build a logo people remember (and why those same principles are being ignored by most of the industry).
You'll learn:
- Why a distinct logo made one beer taste 5% better
- How a 1933 German study explains why Octopus stands out
- Why brands from McDonald's to KFC give their logos human faces
- And what happened when researchers asked people to turn off a robot
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Today’s sources:
Bartneck, C., Van Der Hoek, M., Mubin, O., & Al Mahmud, A. (2007). "Daisy, Daisy, give me your answer do!": Switching off a robot. Proceedings of the 2nd ACM/IEEE International Conference on Human-Robot Interaction, 217–222.
Shotton, R. (2017). The choice factory: 25 behavioural biases that influence what we buy. Harriman House.
Shotton, R. (2023). The illusion of choice: 16½ psychological biases that influence what we buy. Harriman House.
Von Restorff, H. (1933). Über die Wirkung von Bereichsbildung im Spurenfeld. Psychologische Forschung, 18, 299–342.