A Study On The Law Of Memorization Of The Visual Information In Commercial Promotion

Today’s society has been becoming information increasingly. With the sustained, rapid and healthy development of our country’s economy, especially into the21st century, goods and services on the market in our country is becoming more and more abundant. The high homogenity of competition products caused by the trend of technological progress makes the company and its products ’known by consumers’ particularly important. So, the various marketing strategies between enterprises of striving for consumers turn debut. In these variety of communication strategies, promotion is highly favored by companies, and wih the increasing of homogenized of products and the tasks and pressure of corporate sales performance and effectiveness, promotion in company’s marketing activities has occupied an increasingly important position. Promotion is essentially an information dissemination activities, and therefore, a large increase in promotion activies means that consumers as the audience accept promotional information of various products in all walks of life in various forms passively. In addition, companies convey a variety information of enterprises and their products to consumers all the time. More and more information makes consumers dizzying. Meanwhile, companies increasingly find that it has been not enough to rely solely on the quality of the products to attract consumers.Promotion information is not only a very important medium for consumers to cognize and understand the enterprises and their products, but also a critical platform for them to cognize and communicate of the products. It is very important and critical to identify and understand the promotion activities and their information for achieving the ultimate marketing objectives of the corporate. Promotions are recognized by the human perceptual system. And the visual perception, as a main way for person to observe and know things, plays the most crucial role in the promotion information transmission. But,’seeing’ doesn’t mean ’remembering’. In morden times, people often don’t know what they have seen cased by a vast sea of information. And the primary prerequisite for purchase behavior is generating awareness to merchandise, that means not only to’see’, the more important thing is to ’know’ and’remember’ what you have seen. Therefore, the memorization of visual promotion information has a great significance to affect the purchase behavior and ensure the success of promotion activities.Trademark, is the most explicit, lasting and stable visual image of all promotions. The classification of trademark almost covers all of the information visual form. Besides, as a key element of brand elements, trademark could represent the brand value to a certain extent. The study of the law of trademark memorization could reflect the law of promotions memorization to some extent. So, this paper, taking commodity trademarks as expermental meterial, researches the memorization rules of visual promotion information. According to the existing relevant studies and the research purposes and requirements of, this paper classifies the commodity trademarks into graphics, digital and text three categories. Graphics trademarks are classfied into physical graphics and geometry classes. Text trademarks are classfied into Chinese character classes, english classes and infrequent language categories. In conclusion, this paper, taking the visual information elements of trademarks as independent variables and taking the memorization accuracy of information as dependent variable, does an experiment to explore the memorization law of visual information in the commercial promotion.Through experiments, the paper finds:(1) The identification of different visual information representation has significant differences. And the rate of identification from high to low is digital, graphics and text classes visual information.(2) The rate of memorization of different elements of visual promotion information has significant differences. And the rate of memorization from high to low is graphic, digital and text visual information.(3) Among graphic visual information, the physical graphic information’s rate of memorization is higher than the geometry graphic information’s. But there is no significant differences.(4) Among text visual information, the rate of memorization from high to low is Chinese character class, English character class and infrequent language class information.(5) Gender has no significant influences on the identification and memorization of the visual information.