Opinion by Joana César Machado, professor at Católica Porto Business School, on the impact of logo design on consumers’ cognitive and emotional responses. Based on a study conducted using electroencephalography (EEG), the research shows that logos with organic elements, inspired by nature, tend to attract more attention, facilitate memorisation and generate more positive responses than designs with cultural references.

Read here (available in Portuguese) the latest article by Joana César Machado, professor at Católica Porto Business School, published in Marketeer.