When brands release new icons and logos, previously loyal customers often groan with frustration. Last month that is exactly what happened when Instagram changed its app icon. The flatter, the more abstract design was described by Adweek as possibly “one of the biggest designs fails of the year.” It’s safe to say that it was not loved at first sight for the new design. But it turns out that the majority of us are wrong, according to new analysis from Dragonfly, a design – analysis app by black Swan and researchers from Queen Mary University of London. One of the biggest designs fails of the year is actually 10% more engaging to the human eye than its predecessor, according to the Dragonfly app. The new logo is actually 10% more engaging to the human eye than it’s predecessor, according to the app. Dragonfly uses a computational model to process the visual characteristics of what someone is looking at (orientation, contrast, texture, luminance) to assign a stimulus attention score to every pixel, demonstrating its attractiveness. The resulting graphics are Heat maps that display what grabs human attention in the first three seconds of interaction. In conclusion, change isn’t always better, but in this case, it has been proven it is. If you need help with your marketing then contact The Media Angel on 02921 320 200 or email [email protected] for award winning media planning and buying...
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