ARMM Model
The ARMM method is a psychology-based approach to logo design developed by Professor William Lidwell author of Universal Principles of Design. It evaluates logo effectiveness based on four cognitive events that occur when people view logos.
The model challenges traditional logo design rules like "must work in black and white" or "simpler is always better," arguing these aren't always evidence-based. Instead, ARMM focuses on designing for how the brain actually processes visual information.
The ARMM Model:
A - Attention The logo must be noticed in a noisy world where many things compete for attention. This means making it:
Different and novel
Visually distinct from competitors
Eye-catching through originality
R - Response An effective logo elicits an appropriate emotional response that people like at a gut level without thinking about it. Design elements that trigger emotional responses include:
Angular shapes, vertical lines, asymmetry (aggressive/bold feelings)
Round curves, horizontal lines, symmetry (calm/friendly feelings)
M - Meaning An effective logo expresses appropriate meanings that align with brand values. The design should communicate what the brand represents through its visual elements.
M - Memory An effective logo is easily recognized and recalled. Without recognition and recall, any benefits are short-lived.
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