Visual word identification beyond common words: The role of font and letter case in brand names

While abstractionist theories of visual word recognition propose that perceptual elements like font and letter case are filtered out during lexical access, instance-based theories allow for the possibility that these surface details influence this process. To disentangle these accounts, we focused on brand names embedded in logotypes. The consistent visual presentation of brand names may render them much more susceptible to perceptual factors than common words. In the present study, we compared original and modified brand logos, varying in font or letter case. In Experiment 1, participants decided whether the stimuli corresponded to existing brand names or not, regardless of graphical information. In Experiment 2, participants had to categorize existing brand names semantically – whether they corresponded to a brand in the transportation sector or not. Both experiments showed longer response times for the modified brand names, regardless of font or letter-case changes. These findings challenge the notion that only abstract units drive visual word recognition. Instead, they favor those models that assume that, under some circumstances, the traces in lexical memory may contain surface perceptual information.