What Can We See in a Logo?

"Gist memory" occurs when the brain --

• recalls specific details

• remembers a general idea

• connects information

• overlooks common images

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CCSS.RI. 9-10.10

CCSS.RI.8.10

CCSS.RL.7.10

CCSS.RL.8.10

CCSS.RL.9-10.10

In paragraph 6, the word prevalent means --

• elaborate

• creative

• vital

• widespread

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CCSS.RI.7.4

CCSS.RI.8.4

CCSS.RL.7.4

CCSS.RL.8.4

CCSS.RL.9-10.4

What example of "attentional saturation" does the author provide in the selection?

• Companies use memorable logos to represent their brands.

• Participants in a study could not recall details of images seen every day.

• Business experts believe that product logos are important.

• Researchers gave students a simple assignment to complete.

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CCSS.RI.7.2

CCSS.RI.8.2

CCSS.RL.7.1

CCSS.RL.8.1

CCSS.RL.9-10.2

Which sentence from the selection suggests that companies may want to reconsider their approach to branding their products?

• We see them on signs, vehicles, television, and even on the clothes we wear. (paragraph 1)

• Researchers have developed a theory they think might help to explain this blind spot in our memories. (paragraph 3)

• The details of product logos are just the kind of information our brains tell us we do not need. (paragraph 5)

• But there are still many business experts who believe in the importance of a recognizable logo. (paragraph 5)

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CCSS.RI. 9-10.1

CCSS.RI.8.1

CCSS.RL.7.2

CCSS.RL.8.1

CCSS.RL.9-10.2

The author mentions common name brands in the first paragraph most likely to--

• create a connection with the reader

• define key terms for the reader

• offer an opinion to the reader about the topic

• introduce the reader to the main idea of the selection

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CCSS.RI. 9-10.6

CCSS.RI.8.6

CCSS.RI.8.9

CCSS.RL.8.6

CCSS.RL.9-10.6

What is paragraph 2 mainly about?

• The skill it takes to identify a logo from several images

• The popularity of a certain technology brand

• The poor drawing ability of students

• The results of a research study

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CCSS.RI. 9-10.2

CCSS.RI.7.2

CCSS.RI.8.2

CCSS.RL.8.2

CCSS.RL.9-10.2

How does the author organize the selection?

• By describing how the logos are problematic and then offering solutions on how to improve them

• By presenting research about logos and then explaining how logos are perceived by the brain

• By listing familiar logos and then showing how those logos are influential in advertising

• By comparing common objects to logos and then contrasting the theories about logos

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CCSS.RI.11-12.5

CCSS.RI.6.5

CCSS.RI.7.5

CCSS.RI.8.5

CCSS.RI.9-10.5

According to paragraph 6, people are more likely to buy a product when they --

• notice a clever design and feel curious about the product

• see a colorful label and are drawn to reading its information

• recognize an image and feel like they know the product well

• glance quickly at a brand and are attracted by the packaging

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CCSS.RI. 9-10.2

CCSS.RI.7.2

CCSS.RI.8.2

CCSS.RL.8.2

CCSS.RL.9-10.2

Which sentence from the selection suggests that logos may still be useful to companies trying to sell their products?

• Even though the brain is accustomed to ignoring unnecessary details, it is also programmed for recognition.

• When people are able to recognize an image, it can make them feel like they really know the product behind the logo.

• Those establishing a logo need to know that people will only remember what they believe is worthwhile.

• The details of product logos are just the kind of information our brains tell us we don't need.

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CCSS.RI.11-12.5

CCSS.RI.9-10.5

Read this sentence from paragraph 3:

Like the Apple study, most people could not depict the image.

The best synonym for depict as it is used in the selection is--

• portray

• narrate

• record

• draft

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CCSS.RI.8.4

CCSS.RI.9-10.4

CCSS.RL.7.4

CCSS.RL.8.4

CCSS.RL.9-10.4