The Apple of the mind's eye: Everyday attention, metamemory, and reconstructive memory for the Apple logo

Abstract

People are regularly bombarded with logos in an attempt to improve brand recognition, and logos are often designed with the central purpose of memorability. The ubiquitous Apple logo is a simple design and is often referred to as one of the most recognizable logos in the world. The present study examined recall and recognition for this simple and pervasive logo and to what degree metamemory (confidence judgements) match memory performance. Participants showed surprisingly poor memory for the details of the logo as measured through recall (drawings) and forced-choice recognition. Only 1 participant out of 85 correctly recalled the Apple logo, and fewer than half of all participants correctly identified the logo. Importantly, participants indicated higher levels of confidence for both recall and recognition, and this overconfidence was reduced if participants made the judgements after, rather than before, drawing the logo. The general findings did not differ between Apple and PC users. The results provide novel support for theories of attentional saturation, inattentional amnesia, and reconstructive memory; additionally they show how an availability heuristic can lead to overconfidence in memory for logos.

Keywords:

• Visual memory
• Memorability
• Recognition
• Metamemory
• Marketing

We thank Robert Bjork, Aimee Drolet, Keith Holyoak, Tyson Kerr, Catherine Middlebrooks, Jesse Rissman, and Jeremy Wolfe for helpful comments.