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http://dx.doi.org/10.9717/kmms.2015.18.12.1509

A New Method for Measurement and Prediction of Memorability from Logo Images using Characteristics of Color and Shape  

Oh, Sang-Il (Dept. of Digital Media, Catholic University of Korea)
Kang, Hang-Bong (Dept. of Digital Media, Catholic University of Korea)
Publication Information
Journal of Korea Multimedia Society / v.18, no.12, 2015 , pp. 1509-1518 More about this Journal
Abstract
Because a logo is a medium that connects between consumers and corporations or brands, designing memorable logo images is vital. Although predicting logo's memorability for brand marketing is essential, there have been only few researches that deal with memorability of logo images. In this paper, we analyze the memorability characteristics in logo images by performing experiments based upon our proposed prediction method for logo image's memorability. Our proposed research consists of three phases: crowdsourcing for memorability computing, computational phase for logo image's memorability, and development of a prediction model. Using computed memorability of logo images by "Visual Memory Game," we analyze the different characteristics of logo's memorability. We first developed a novel computational method that reflects logo image's color and shape. Each computational method on color and shape are selected by comparing the correlations between result values and ground truth memorability. Selected computational value is then converged with generic image feature descriptors such as SIFT and HoG to make a prediction model of logo's memorability. Using our method, we obtain reasonable performances in predicting logo image's memorability.
Keywords
Prediction; Memorability; Logo;
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