The Psychology Behind Logo Design

Alma Martone
Jul 24, 2017 · 3 min read

Most of us are familiar with the language of colors and the sort of message it induces. But we’re not exactly sure of the role it plays in design or logos. To learn how a simple logo design can evoke certain responses and emotions in you, a logo designer goes through a lot of trial and error methods to come up with the perfect logo to represent your brand. To understand and explore more ideas about logo design psychology and how it resonates among people, read on.

Know about your audience

You cannot hope to engineer the same reaction in everyone. Some people might feel happy looking at something while the other can have a different reaction altogether. Some people might have a hard time understanding something while some can find it to relate more. Also depending on the age of your audience, you can further decide how the look of the logo should be. If you’re targeting youngsters, then it should be more on the trendy side. Btu if you’re targeting executives or corporates, then you need a highly professional logo which will resonate will with them.

Colors are your language

As I mentioned before, the colors you choose define the language you speak and the emotions you evoke. Who you’re speaking out to can depend a lot on this particular detail. Using your personal preferences is a huge blunder you can make here, as that can easily send the wrong message to your targeted audience. Everyone has their own favorite color, but there are certain universally set languages which sends a certain message, just like the language of flowers. A red rose signifies love while a yellow rose can signify friendship. Similarly, the colors you choose on your logo defines your brand’s personality.

The language of fonts

Of course, colors aren’t the only thing which make up the logo. The second most important thing you can use in a logo is the font, if your logo is not completely icon based and has words in it, or even a tagline. Standard, overused fonts are boring so you need to be creative, while at the same time not get carried away. For example, if you use a cursive font, it’s elegant and sophisticated, while serif fonts are deemed more strict and professional.

KISS — Keep it simple silly!

Yup, I do not mean what you thought I meant.

When it comes to a custom logo design, less is more. The more detail you put in a logo, the harder the recall rate and difficult to remember. The more complicated it seems, the harder it’d be for people to garner a positive emotion or response to it, as people recognize a brand by its logo. If a logo itself is too hard to remember, then so is your brand.

The logo shapes consolidated into a design are intended to end up as a plainly characteristic component as in the message they will eventually pass on to people in general. A logo is the image of a business, so you need to be clear and precise as it’s your first impression to your audience and it might as well be your last, as is the case mostly when it comes to consumers trying a brand for the first time.

This content was originally published at octalogo.com

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