What Can We See in a Logo?
We see hundreds of logos on signs, vehicles, websites, and even on the clothes we wear. All of these logos are designed to attract our attention. 1 . However, recently research supports the idea that remembering what a logo looks like is a very difficult task.
Researchers gave 85 students a simple assignment to draw the Apple logo purely from memory. Surprisingly, only one student in the study could accurately draw the logo from memory. 2 . Researchers have developed a theory that they think might help to explain this blind spot in our memories.
Logos are typically designed to be simple and easy to recognize with a quick glance. Yet the frequent exposure to these logos can actually make our brains overlook them. This process is known as “attentional saturation ( 注意力饱和 ).” 3 .
Even though the brain is accustomed to ignoring unnecessary details, it is also programmed for recognition. When we see images such as logos over and over again, we become familiar with them. This constant exposure leads to something scientists refer to as gist ( 梗概 ) memory. 4 . This general sense of memory has its own benefits. In fact, familiarity with a popular logo can even make people feel more comfortable about purchasing or using certain products.
Logos are everywhere we look today. A fancy design or a thoughtful color combination may be a good start for a logo concept, but there are other factors to consider. 5 . A clever design may be interesting, but most people will forget the details—especially if our brains have anything to say about it.
A . This may be inspiring to logo designers.
B . People will know the product behind the logo.
C . So why is it so difficult for people to recall the details of images?
D . They also help us remember a product or service connected to that image.
E.It means that our brain remembers the basic idea without all of the details.
F.Our brains actually signal us to ignore information we don’t think we will need to remember.
G.Logo designers need to know that people will only remember what they believe is worthwhile.
1 . D
2 . C
3 . F
4 . E
5 . G
【分析】
本文是说明文。文章主要介绍了在我们的生活中,人们很难准确记住一个标志的细节,并解释了出现这种现象的原因。
1 .根据空格上句 “All of these logos are designed to attract our attention. ( 所有这些标志都是为了吸引我们的注意力而设计的 )” 可知,这里介绍的是标志的作用。 D 项意为 “ 它们还帮助我们记住与该图像相关的产品或服务。 ” 选项内容能够承接上文,进一步介绍了标志的作用,可以帮助我们记住与该图像相关的产品或服务。故选 D 。
2 .根据空格上句 “Researchers gave 85 students a simple assignment to draw the Apple logo purely from memory. Surprisingly, only one student in the study could accurately draw the logo from memory. ( 研究人员给 85 名学生布置了一个简单的任务,让他们完全凭记忆画出苹果的标志。令人惊讶的是,研究中只有一个学生能从记忆中准确地画出这个标志 )” 可知,实验结果表明,人们很难准确记住一个标志的细节。 C 项意为 “ 那么,为什么人们很难回忆起图像的细节呢? ” 选项内容能够承接上文,针对上文的实验结果提出了问题,为什么人们很难回忆起图像的细节呢?且能引出下文将要介绍的关于记忆的理论。故选 C 。
3 .根据空格上句 “Yet the frequent exposure to these logos can actually make our brains overlook them. This process is known as “attentional saturation ( 注意力饱和 )”. ( 然而,频繁接触这些标志实际上会让我们的大脑忽视它们。这个过程被称为 “ 注意力饱和 ”)” 可知,本段介绍了频繁接触标志会造成注意力饱和现象。 F 项意为 “ 实际上,我们的大脑发出信号,让我们忽略我们认为不需要记住的信息。 ” 选项内容能够承接上文,进一步介绍了什么是 “ 注意力饱和 ” ,是我们的大脑发出信号,让我们忽略我们认为不需要记住的信息。故选 F 。
4 .根据空格上句 “When we see images such as logos over and over again, we become familiar with them. This constant exposure leads to something scientists refer to as gist ( 梗概 ) memory. ( 当我们一次又一次地看到诸如标志之类的图像时,我们就会对它们熟悉起来。这种持续的暴露导致了科学家们称之为梗概记忆的东西 )” 可知,本段介绍了当我们一次又一次地看到诸如标志之类的图像时,我们就会对它们熟悉起来,这种情况被科学家们称为梗概记忆。 E 项意为 “ 这意味着我们的大脑只记得基本的想法,而不记得所有的细节。 ” 选项内容能够承接上文,进一步介绍了什么是 “ 梗概记忆 ” ,选项中的 “It” 代指上文中的 “gist ( 梗概 ) memory” 。故选 E 。
5 .根据空格上句 “A fancy design or a thoughtful color combination may be a good start for a logo concept, but there are other factors to consider. ( 一个精致的设计或一个深思熟虑的颜色组合可能是一个标志概念的良好开端,但还有其他因素要考虑 )” 可知,本段介绍了如何才能设计出一个好的标志。 G 项意为 “ 标志设计师需要知道,人们只会记住他们认为是值得的。 ” 选项内容能够承接上文,是对标志设计师提出的一个建议,要想设计出一个好的标志,需要知道人们只会记住他们认为是值得的东西, “ 人们只会记住他们认为是值得的 ” 正是上文提到的 “ 其他因素 ” 之一。故选 G 。