Have you ever wondered why some places stamp your loyalty card twice when you ask for one? Is the barista being nice to you? Probably not… It’s another trick! Kivetz and colleagues (2006) showed that the illusion of progress towards a goal induces even larger purchase acceleration. In our case receiving a 12 stamp coffee card with 2 “bonus” stamps results in completing the 10 required purchases faster compared to receiving a “regular” 10 stamp card. A similar field experiment was conducted by Nunes and Drèze (2006). This time it took place in a professional car wash; they distributed loyalty cards to car wash patrons. Half of the loyalty cards were given 2 “bonus” stamps (“endowed cards”), while the other half were regular and only received one stamp. Both loyalty schemes required 8 visits to qualify for a free wash. The authors found that the average time between car washes for patrons with the endowed cards was less than the for patrons with regular cards. Furthermore, patrons with endowed cards were more likely to return to the car wash and collect all the required stamps. This is known as “The Endowed Progress Effect” or “the illusionary progress effect”. But why? Giving away free stamps makes the task appear as being in progress. Previous research (Fox & Hoffman, 2002; Garland & Conlon, 1998) suggests that we are motivated to complete tasks we have undertaken in order to remain consistent with our previous intentions.
If you can only give away your logo mark to your partners or employees accompanied with a 150 page brand manual, you might want to rethink some of your decisions. A great logo mark is flexible in it’s application and should be able to be applied by anyone, even if that person is not a designer.
A great logo should ideally reflect the time it lives in. Ideally it remains fresh & up to date to our current time. A logo can grow and evolve the same way a human being evolves over time. The reason we update a logo or visual identity is because the brand & character behind is changing and we like our visual center piece (the logo) to reflect this change.