attract attention

The logo as an eye-catcher

The beholder's attention is subdivided into active and passive attention.

Active attention is:

The beholder's expectations must be fulfilled. If somebody is looking for a toyshop, his or her search will be targeted towards signs with logos of toyshops. These logos, in return, will contain selectively inserted elements that bring up the association to the toyshop in the beholder.

Passive attention is:

Sometimes, thoughts and / or perceptions are unwantedly forced on us. Because of this, a product calls passive attention. In promotions, this is done by the persistent repetition of advertising spots. The effect can also be triggered using uncommon stimuli, e.g. as lurid colours.