A is for attention

- [Instructor] The first goal of a logo is to grab attention. That is why attention is the first cognitive event in the ARMM model. The A is for attention. In order to design a logo that grabs attention, we must first understand what makes our brains pay attention to certain things and not to others. And to do this we must understand a bit about how our brains evolved. For millions of years, our ancestors lived as hunter-gatherers on the savannas of East Africa. Survival favored those with brains that were good identifying opportunities to promote good health and reproduction like finding calorie rich foods and fertile mates, and also good at identifying threats that increased risk of illness and harm like avoiding dangerous plants and animals. Then much like a single elimination tournament played out over millions of years, each generation had winners and losers based on these abilities. The winners were those that survived long enough to pass their genes on to the next generation…