We all make assumptions based on first impressions; you’re doing it right now, even if you don’t know it. You’re subconsciously deciding whether you should continue reading this post. Based solely on two elements, the title and the intro!
You’re thinking: To read or not to read? – What will I miss if I don’t? – What will I gain if I do?
Now consider your logo design. Because it’s a factor that contributes to your target audiences purchasing decisions! And each design element you choose has a profound influence on whether they’ll buy your product or service.
If you’re still reading, my intro has done its job, and if you continue, you’ll find out how your logo can influence customer purchase decisions.
And that’s got to be worth your time!
The Psychology Behind Your Logo
Before discovering how each element of your logo’s design influences your target audience decision, let’s find out why.
Isn’t it fascinating how a small, single image can hold such power over a large, diverse number of people?
Logo’s do the impossible (they appeal to all ethnic groups, regardless of culture, religion, or language) by tapping into what we all have in common, human psychology.
Many design elements make up a successful logo (Simplicity – Originality – Versatility – Scalability – Balance – Timelessness). And you achieve those using fonts, colors, and shapes, all carefully chosen based on their psychological influence.
Today logo design techniques have changed with AI logo maker designers becoming increasingly popular – but these machines also incorpate the below when designing logos.
let’s find out how:
How Fonts Speak Their Own Language
If you choose your logo’s font before understanding font psychology, chances are it’ll be misunderstood because every font speaks its own language.
And the language you choose is based on three things:
- Your market place: Every market place has particular fonts that suit that niche.
- Your target audience: To connect with your audience, you have to speak their language, and you do that by using a relatable font.
- Current design trends: While you should never design your logo based around trends alone, after all, they come and go, you should consider which styles are presently resonating with consumers.
It’s the shape of the letters that creates the language, which influences our psychological responses that initiate our emotions. And those emotions have to align with our market and audience’s expectations by clearly reflecting what you do.
For example:
A financial service company should use fonts that convey trust, reliability, and authority – it’s why many financial institutions use Serif, Arial, or Times New Roman.
A coffee shop might opt for a more casual font – like Script or Comic Sans – to appeal to a cool youthful clientele.
You can find the right font for your business by asking yourself what your customers expect from your brand? And what qualities do they look for in a company like yours?
There’s one language we all understand, regardless of location or cultural beliefs, and it’s color.
Color is intrinsically linked with our psyche, and while our perception of its meaning is subjective, we do all generally accept the one language of color. And it’s because of this that color connects and triggers our strongest emotions.
Having a good understanding of color is a valuable asset to your business on several levels:
The right colors connect with the right audience, and your audience will immediately know who you are and what you’re about.
A recent survey by the Institute of Color Research showed that 92.6% of people surveyed said that color was the most critical factor when making a purchasing decision!
Your brand has a personality too!
Just like every color has a personality, so too does your brand, and consumers connect with brands that have similar personalities to their own. The colors you choose will define your brand, and they’ll help consumers make their purchasing decisions, so the colors you use must be targeted to the right audience.
Base your choice of colors on:
- The emotions you want to elicit
- Your brand’s personality.
- Market trends.
And remember that the individual colors you choose impact each other and psychological implications on the viewer, so take care when mixing because the results could make or break your brand.
Get Your Logo in Shape!
While the psychology of shapes in logo design is considered less important than color and fonts, shapes should not be underestimated because they have the power to symbolize ideas and express moods.
There are three main types: Organic – Abstract – and Geometric, and all produce their own psychological emotions.
The question is, how can you use them to ensure you influence your customer?
Let’s find out:
Organic shapes:
Are similar to shapes found in nature (Plants – Rocks – Leaves – Animals – Water, etc.). So, it’s of no surprise that we use them to imitate real-world naturally occurring geometry. Still, this category also includes non-symbolic and irregular shapes, not necessarily nature-inspired.
Usually, an organically inspired logo is explicitly designed for a particular brand, giving the logo more flexibility and enabling it to convey its message in ways that a regular shape could not. Designers use this tactic to communicate a sense of familiarity and comfort to the viewer and portray a unique and intimate image of the business.
Geometric shapes:
Simplicity is one of the design elements that make a great logo. You can use geometric shapes to achieve it while also conveying strong emotions that can connect on numerous levels with the viewer. It’s of no wonder that they’re so popular with designers.
Geometric shapes look human-made. This mathematical precision and the shapes you can create using it (perfect circle, precise squares, Isosceles triangles), along with the stable, reliable feelings they portray, conveys a sense of order, power, and trust.
You can use geometric shapes to great effect when telling a brand’s story. By keeping it simple, you’ll get your message across without the need for elaborate design technics.
Abstract or symbolic shapes:
Abstract logos convey numerous concepts and emotions in a single symbol, and symbols are a simplified shape commonly used to represent a specific cultural element.
Symbols have straightforward and easy to understand common meanings, so work exceptionally well as a visual language. Abstract designs also enable a brand to say a lot with just a single image; it’s why both are very popular in logo design.
These logos are usually paired with a wordmark logotype for flexibility. You can include shapes, patterns, or illustrations to communicate your message and work well across all mediums and industries.
The psychology of lines
One other shape requires a mention before we finish, as they too can evoke powerful emotions in your target audience, and that’s lines / linear design.
And if used correctly, lines in a logo can impact your audience’s perception of your brand.
Vertical lines can portray a feeling of sophistication and strength and horizontal a sense of calm and tranquility. And type you choose is dependent upon your brand’s personality.
For example:
- Vertical lines: Are powerful and engaging, drawing your eye downwards, often toward a brand name. They also convey professionalism and the idea of motion and creativity.
- Horizontal lines: Convey calm, tranquility, and reliability and are in complete contrast with vertical lines. They provide a feeling of trust and help make viewers feel protected and secure.
A logo is more than meets the eye
So there you go… Your logo is so much more than meets the eye. It has a deep impact on how people perceive your brand. This impact can make people feel more connected to your brand or perhaps turn them away.
When designing your logo keep the above in mind so you can create a logo that resonates with your target audience.
