A lot actually. Granted, things like this seem petty or unimportant, in reality everything you’ve touched today, seen today, interacted with today has been designed. Not flippantly, but with painstaking hours of thought, engineering, critical and visual thinking. So while the outcome of a logo may in a small way seem unimportant, a logo can unknowingly to you dramatically change the way you look at or trust a brand. So in short, alot more people should care.
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No, no they shouldn’t if you’re looking at me in particular I don’t care about the brand/logo of a product, I care about the quality of a product. Hey, if you’re a wandering mass waiting to be told what to eat/drink, where to shop at etc then fine, but I don’t throw a second of my time away thinking about a company’s logo even subconsciously. Though presentation is part of the dish, I don’t care if the presentation is good, but I do care if the presentation is just overall poor (like lets say ebay’s site looked like a geocities site from years ago that I would care about) Feel free to do all the market research you wish to do, but keep in mind that a successful logo can only help a product so much or hurt a product so much especially a pre-existing one (ebay is a household name).