Move Your Logo in Ad Variations

Viewers pay more attention to the ad because something feels different.

Nick Kolenda
Updated on
Three similar ads from the same company, but the logo is in a new location in each ad

Create variations of your ads.

Subsequent exposures will force people to retrieve the original ad from memory. And this retrieval strengthens their memory:

...the act of retrieval is itself a learning event in the sense that the retrieved information becomes more recallable in the future than it would have been without having been retrieved...if P2 encourages retrieval of P1, recall for P1 should be enhanced (Appleton-Knapp, Bjork, & Wickens, 2005, p. 267)

Specifically, consider moving your logo:

...a relatively small visual change from one ad exposure to the next can be detected incidentally...detection of the change likely caused participants to deploy more processing resources to the logos/products, in turn increasing fluency (Shapiro & Nielson, 2013, pp. 1211 – 1212)

  • Appleton-Knapp, S. L., Bjork, R. A., & Wickens, T. D. (2005). Examining the spacing effect in advertising: Encoding variability, retrieval processes, and their interaction. Journal of Consumer Research, 32(2), 266-276.
  • Shapiro, S. A., & Nielsen, J. H. (2013). What the blind eye sees: Incidental change detection as a source of perceptual fluency. Journal of Consumer Research, 39(6), 1202-1218.