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3 Hidden Neuroscience Tricks Behind Instagram's New Logo

Instagram, the photo sharing app, has launched a new logo. Early reactions are dividing fans, but I believe it will become well-loved in the long run, as it uses some clever neuroscience tricks to appeal to our subconscious minds.

Logos, particularly those of mega-popular apps like Instagram, become a familiar part of our lives. Changing them carries the risk of losing all that mental goodwill. Giants of the web don’t have physical presence, like shop fronts; their logos and visual look have to do all the work. They have to appeal to us, be comfortable to look at, and emotionally engage us. To get that level of global appeal, with a design that might have to last years, it’s not enough that a logo just appeals to us consciously—it must also have appeal to our subconscious minds. (highlight to tweet)

For thousands of years, artists, designers, and architects have relied on beliefs about what creates a beautiful design. These beliefs can become hardened over time into rules that may not be as effective as we think. For example, the Golden rectangle—a standard that’s been a favorite of designers since ancient Greece—was tested with a modern audience and found to be less effective than we thought (1).

This is where the new generation of neuroscience research comes in. Neurostrata, the company I work with, has taken a number of lab findings on design from neuroscience, then tested out those ideas in the real world on real designs. We’ve tested everything from package designs for UK supermarket giant Tesco to glossy print ads for magazines. The combination of neuroscience theories and published research with real…

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