Non-readers recognize logos with additional visual features better than logos distinguished only by color and typeface¶

Claim · All claims
Evidence · 1 study · causal r1 · q3
Currency · newest study 2009 · not yet checked against its sources · not reviewed by a person

Subclaims¶

q3 i? Logos with additional visual features such as the yellow arches of McDonald's were significantly better recognized by the two groups of non-readers than logos with only color and typeface as distinctive features (t(39) = 6.83, p < 0.00). → Kurvers 2009

Evidence¶

Kurvers 2009¶

Kurvers, J., Van Hout, R., & Vallen, T. (2009). Print awareness of adult illiterates: a comparison with young pre-readers and low-educated adult readers. Read Writ 22, 863-887. https://doi.org/10.1007/s11145-008-9129-7

q3 · i? · causal · r1

Paired t-test comparing logo item types among non-readers, supported by participants' explanations: Fatma pointed at the yellow arches when asked how she knew it said McDonald's.

"logos with additional visual features, such as the yellow arches of McDonald's, or the colours and curls of the C&A logo, were significantly better recognized by the two groups of non-readers than logos with only color and type face as distinctive features, such as Hema and Edah (paired t-test, t(39) = 6.83, p \ 0.00)."

Discussion¶

Related Claims¶

• Non-reading children and unschooled illiterate adults both differ significantly from low-educated literate adults on most print-awareness tasks, but do not differ from each other — related
• The three groups did not differ in distinguishing conventional written signs from other visual signs — related
• Unschooled illiterate adults living in print-rich environments have good knowledge of the pragmatic functions and uses of written language but cannot read environmental print out of context — related