The hidden arrow in the FedEx logo: Do we really unconsciously “see” it?

• Published in: Cognitive Research: Principles and Implications Vol. 8; no. 1; p. 40
• Main Authors: Ke, Shih-Chiang, Gupta, Ankit, Lo, Yu-Hui, Ting, Chih-Chung, Tseng, Philip
• Format: Journal Article
• Language: English
• Published: Cham Springer International Publishing 03.07.2023; Springer; Springer Nature B.V; SpringerOpen
• Subjects: Attention; Behavioral Science and Psychology; Biased competition model; Cognitive Processes; Cognitive Psychology; Consciousness; Cues; Experimental Psychology; Experiments; Figure-ground segregation; Foreign Countries; Implicit processing; Knowledge Level; Logo design; Logos; Neurosciences; Original; Original Article; Prior Learning; Psychology; Signs; Unconscious processing; Visual Perception; Visual Stimuli; North America; Taiwan; Implicit processing; Unconscious processing; Logo design; Figure-ground segregation; Consciousness; Biased competition model

The FedEx logo makes clever use of figure-ground ambiguity to create an “invisible” arrow in the background space between “E” and “x”. Most designers believe the hidden arrow can convey an unconscious impression of speed and precision about the FedEx brand, which may influence subsequent behavior. T...