R is for response

- [Instructor] The second goal of a logo is to trigger the right emotional response. That is why response is the second cognitive event in the R model. The R is for response. Once a stimulus gets our attention our brains evaluate and form an emotional response to that stimulus within a couple of seconds, well before we have time to consciously think about it. This almost instantaneous response is not a sophisticated or nuanced emotional evaluation, it is the kind of quick and dirty assessment evolved for survival. Basically we seek only to determine whether the stimulus is aggressive-dominate or friendly-submissive. So in order to design a logo that triggers the right emotional response we need to make sure the basic shapes and typeface used align with the emotional tone of the brand. So what kinds of stimuli are perceived as aggressive versus friendly? Aggressive stimuli include angular shapes, such as triangles, vertical lines, and asymmetry in the elements. These shapes and…