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Understanding a corporate symbol
Author(s) -
Green David,
Loveluck Valerie
Publication year - 1994
Publication title -
applied cognitive psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.719
H-Index - 100
eISSN - 1099-0720
pISSN - 0888-4080
DOI - 10.1002/acp.2350080105
Subject(s) - symbol (formal) , comprehension , context (archaeology) , process (computing) , psychology , communication , cognitive psychology , cognition , cognitive science , social psychology , computer science , neuroscience , paleontology , biology , programming language , operating system
After discussing the nature of corporate symbols and the factors involved in understanding them, this paper reports two studies. We test various conjectures about the process of comprehension using a single, complex corporate symbol. Three sources of information are shown to contribute to an individual's understanding of the symbol: (1) the purpose ofthe communication; (2) the properties of the symbol–graphical and referential; and (3) the context in which the symbol is seen. We also show that the process is constrained in predictable ways. We consider these studies to be a step in the development of a psychological theory to inform the process of designing symbols.