Memory for Symbolic Images: Findings From Sports Team Logos

• Published in: Journal of applied research in memory and cognition 2023-12, Vol.12 (4), p.589-596
• Main Authors: Roberts, Brady R. T., Fernandes, Myra A., MacLeod, Colin M.
• Format: Article
• Language: English
• Subjects: Advertising; Concepts; Familiarity; Female; Human; Male; Memory; Names; Sports; Teams; Visual Memory
• ISSN: 2211-3681; 2211-369X
• DOI: 10.1037/mac0000079

Pictures typically are better remembered than words-the picture superiority effect (PSE). An obvious yet understudied application of picture superiority is to advertising. We compared memorability of names of professional sports teams presented in three encoding conditions: team names only, team logos without names, and team logos with integrated names. Results of Experiment 1A provided the first evidence of an intact PSE for graphic symbols representing abstract concepts. This effect was, however, influenced by familiarity with the to-be-remembered stimuli. Experiment 1B highlighted the role of expertise in memory for logos: When tested on team names, the magnitude of the benefit for the logos-only group depended on whether participants knew what the logos represented. These experiments emphasize familiarity as an undervalued factor influencing memory for pictures. We suggest that logos, when featured in advertisements, should be accompanied by text labels to maximize memorability, especially for those unfamiliar with the brand. General Audience Summary It has long been known that pictures are better remembered than words. Would graphic symbols representing abstract concepts also be better remembered than their word counterparts? To address this question, we studied memory for North American sports team logos. We found that sports team logos-with or without team name labels-were better remembered than their corresponding verbal labels. The benefit conferred by the graphic format was evident only in people who had preexisting familiarity with the team names. Overall, our work reveals that picture superiority in memory can be extended to graphic symbols, and that familiarity plays a role in determining their later memory. We suggest that advertisers make use of integrated labels in their logos to ensure that unfamiliar consumers are still able to associate logos with company names, ultimately improving brand memory.