In this episode, I chat to Pete Miller, part of the co-founding team at Octopus Energy, who helped design one of the most recognisable new logos in Britain. Hear how Octopus used two proven psychological principles to build a logo people remember (and why those same principles are being ignored by most of the industry).You'll learn:- Why a distinct logo made one beer taste 5% better- How a 1933 German study explains why Octopus stands out- Why brands from McDonald's to KFC give their logos human faces- And what happened when researchers asked people to turn off a robot ---Subscribe to my newsletter: https://www.nudgepodcast.com/mailing-list Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaultsConnect on LinkedIn: https://www.linkedin.com/in/phill-agnew/ Read Aaron’s book: ⁠https://thethingswelove.com/⁠---Today’s sources: Bartneck, C., Van Der Hoek, M., Mubin, O., & Al Mahmud, A. (2007). "Daisy, Daisy, give me your answer do!": Switching off a robot. Proceedings of the 2nd ACM/IEEE International Conference on Human-Robot Interaction, 217–222.Shotton, R. (2017). The choice factory: 25 behavioural biases that influence what we buy. Harriman House.Shotton, R. (2023). The illusion of choice: 16½ psychological biases that influence what we buy. Harriman House.Von Restorff, H. (1933). Über die Wirkung von Bereichsbildung im Spurenfeld. Psychologische Forschung, 18, 299–342.