ABSTRACT In this experiment, I administered two tests to 15 subjects in Group A, and to 16 subjects in Group B. The visual variables consisted of eight patent characters already in existence, and four new characters not recognized by the subjects. I recorded and totaled the results for both male and female subjects. I used three variables in the test: four patent characters from candy packages, four from cereal packages and four using the statistical program, which grouped the semantic differential of 16 factors into smaller groups. I was then able to analyze the groups by percentage ratios compared to the visual element studied. Out of the four characters new to the subject’s schematic memory, I found only two of them were appealing. With the eight characters the subjects may have visually recognized, the results were related -- not only to the visual variable of the patent character tested, but to the complete recognition of the variable in the subject’s memory. Therefore, it appears the whole product and package, and not solely the graphic patent character influenced the responses among the test groups, even though I did not communicate these visual elements at the time of the test. KEY WORDS 1. Recognition 2. Schematic 3. Elements 4. Distortion 5. Differentiation 6. Abstraction 7. Induction 8. Patterns 9. Confirmation 10. Sensation 11. Inspection 12. Analogy 13. Mapping 14. Similarity 15. Comprehension 16. Cognition 17. Translation 18. Feedback 19. Formation 20. Identification 21. Input 22. Linking 23. Processing 24. Output 25. Knowledge 26. Experience PURPOSE The purpose of this experiment is to demonstrate the importance of visual communication using patent characters as reference guides. With this data, the results should indicate recognition of a particular element relates not only to a subject’s past experience with mapping and similarities, but to a bigger picture with concept formation and association of the visual clues. Comparing the variables between the characters never seen by the subjects to those that may be recognizable, will establish a control in this experiment. The data should render coherent information when studying the relationship between the graphic elements of patent characters and the products represented. METHOD Thirty-one subjects were tested using a series of six visual variables in each test. I asked them to compare responses to a semantic differential consisting of 16 elements. I then asked them to respond on a scale of positive or negative. I categorized the responses and grouped them by male and female. The subjects ranged in age from 20 years old to 24 years old. I translated the information through a statistical program, which enabled me to group the factors by importance and the responses related to the visual element in question. The data was placed into variables, which was correlated to the highest factor of communality and was compared on a scale between the 12 visual variables. This information allowed me to associate the visual elements into groups based on the similarity of the visual element itself, but also by the responses. The discussion in this grouping allowed me to weigh the variables in accordance with their relation to visual communication and the graphic association. It also allowed me to evaluate a style of character to the product or package being represented by this data. (NOTE: the subjects in this test were given a general questionnaire to test their individual concepts of patent characters in a grocery store at the end of each test.) RESEARCH RESULTS