The Psychology Behind Logo Design
A logo is more than just a pretty image for potential customers to look at. While they should always be visually appealing, creating the right logo is a combination of art and understanding psychology. I’ve seen companies spend thousands on a logo design firm, just to have the image crash and burn in focus groups. The reason is simple — making a logo is not about the company, but about its consumers. A clear majority of individuals will base their shopping decision almost exclusively on visual appearance.
Logos are meant to be hooks, a sort of instant business card for consumers to learn more about a company. In fact, most customers have noted that visual appearances are one of the main reasons they will look at a product. Some studies have found that logo colors are responsible for up to 80% of purchasing decisions. Moreover, many consumers are reported to know when a color doesn’t “fit” with a brand. Choosing the right colors is far more than aesthetic; it can have a real impact on your company’s success.
The first steps of logo design are finding the right colors and shapes. It may seem elemental, but we are heavily conditioned to notice the abstract before the specific. More importantly, certain shapes can elicit distinct reactions in our minds. Circles, for example, suggest a sense of belonging and community as well as stability and unity. The importance of shapes is hard to overstate. Simply said, they are one of the biggest ways consumers will learn about your company’s values, and they do follow clear trends. Rectangles are increasingly popular thanks to their versatility and strong connection to a sense of familiarity and trust.
Colors also carry their own sets of meanings, and can play a large part in helping customers decide to purchase one product over another. While color associations are, in the end, subjective, there are some universal connections that your logo can take advantage of, creating a strong connection between your product and a desired emotion (green, for instance, is popular amongst eco-friendly companies for the easy association, and also with health-focused businesses). Moreover, pairing colors important for your success, as many individuals will subconsciously determine whether a color scheme ‘fits’ a product, and bad combinations can easily throw off your visuals.
Tailor Brands is an online branding service that harnesses AI and machine learning technologies that take these factors into consideration in their logo making suites. With machine learning and cleverly designed interfaces, they can help find a winning combination of shapes that is guaranteed to by visually impactful.
The abstract is only one part of the logo, however, and even minute details such as fonts must be considered. Fonts and typefaces are a subtler indication of a company’s mission and core values, representing a subconscious cue in textual form. Script fonts are about creativity and elegance, while modern fonts emphasize more futuristic values — progressivism, strength, and style.
A logo is more than randomly placed shapes and colors. For it to be truly successful, your company’s image should be designed by considering your customers first, and your company’s message closely behind. With the right focus on understanding psychology, you can create impactful and unique logos that will help you stand out in any market.
Noah Kalson is Head of Organic and Growth Marketing at Tailor Brands. Noah has worked with many international companies helping them build their brand identities and increase their organic reach. Noah writes about search marketing, content strategy and how to grow a business. Find him on Twitter: @noahkalson or on Linkedin: Noah Kalson
