A memorable logo is at the heart of any powerful brand. When you think of Apple, Nike, or McDonald’s. You immediately visualise a fruit, a swoosh, or the golden arches, respectively. However, these iconic logos did not become famous overnight.
These brands gradually forged meaningful connections with their customers and within their industries. They successfully get our attention. Trigger our emotions, and ultimately encourage us to purchase their products. Again and again through meticulous and thoughtful branding decisions and strong logo designs. In addition to that, you can always take the services of a professional logo designer to help you in designing one.
The effects that logos’ use of colour, form, and typeface can have on people’s emotions and minds will be discussed in this article. You may create a logo that is more interesting by being aware of the psychology involved.
Why Do We Favour Some Brands over Others?
Imagine going to the shop to pick up some ingredients to prepare your favourite dish. You’ll select certain items, add them to your basket, and proceed to the register, but why did you decide on the brands you’re buying?
You might not be aware of it, but each of your shopping decisions is influenced by psychological and emotional factors. While some could say that these decisions are only driven by price, this is not necessarily the case.
Why do we prefer certain brands over others, then? Here are a few inspirations:
- Brand adherence
- Identity verification
- Social standing
- Associations with feelings
Design Psychology in Logos
First, consider the psychology of logo design and its impact. The key to good logo design is more than just picking your favourite colours or symbols. It’s a complex process that requires research, awareness, and precision.
Whether you’re working with a designer or creating your own with a logo maker. Understanding the meaning of specific shapes and complementary colours. As well as the power they have will help you work with more intention.
What is the message you want your logo to convey? What emotions do you want people to have when they see your logo? Moreover, what associations do you hope others will draw from your logo? These are all critical questions to ask when learning how to design a logo.
Let’s look at a few ideas to help guide your logo design process.
Consumers establish an impression of a logo in roughly 10 seconds. But it takes them 5-7 brand impressions before they will recall your goods. To quickly communicate a message. It can be helpful to use strategically placed symbols.
Symbols often appear in our collective minds. They have common meanings and significance. Whether they take the form of particular shapes, images, or textual signs. You can communicate your brand message more clearly by keeping this in mind while you develop your logo.
“Product differentiation refers to marketing activities that cause a consumer to differentiate one brand from another competing brand,” according to the Association for Consumer Research. This occurs when a consumer:
(1) perceives that a brand’s quality differs from that of competitors, or
(2) associates emotional feelings with a brand that distinguishes it from others.
The second method, which aims to attach emotional value to a specific brand in comparison to others, is to use logos to distinguish your brand from competitors. You can distinguish your brand and encourage emotional connections among consumers. Design a unique logo that stands out from your competitors.
Priming is when our brains establish links with other memories. It is a “Phenomenon in which exposure to one stimulus alters how a person responds to subsequent, similar stimuli,” according to Psychology Today. These motivations are conceptual about words or visuals.
In light of this, powerful logos can influence people’s decision-making to not only select a brand once but also to become devoted to it.
Gestalt theory is especially important for designers, and it also has an interesting role in logo psychology. In a nutshell, the gestalt theory holds that the whole is greater than the sum of its parts.
Gestalt, which means “the unified whole,” divides into six design principles:
The overall layout of each element within your logo design, as well as how close they are to one another, can show importance or belonging.
The relationship between two or more visual elements that have similar properties. Two shapes, or even colours, with similar characteristics, for example, belong to the same idea or group.
The ability to visualise the full object even when parts are missing and to use negative space to fill in the blanks.
The alignment of different elements can create the illusion of continuity or flow. This is especially important when drawing attention to a specific element of the logo.
The relationship between a logo’s background and foreground and our ability to perceive them as a whole.
While not all logo designs must be symmetrical. This principle refers to the overall proportion and balance of a design.
Why is Logo Psychology Important?
Finally, the success of any logo is determined not only by its visual design but also by how people perceive it. Your logo must be relevant and meaningful. Target the right audience to influence your consumer on a psychological level.
Colour psychology in logos
There are numerous factors to consider when selecting logo colours. Colours can bring out specific emotions and particular ideas. The colours you choose for your logo will represent your brand, communicate its values, and boost its identity.
Impact Of Colour on Logos
We can understand the impact of colour on human emotion and behaviour by using colour psychology. For example, red is associated with passion, bravery, and power. Red can have negative means in some contexts and cultures, such as danger or anger. Red, on the other hand, is known to trigger appetites and is frequently used in fast food logos for this reason.
Here’s a quick rundown of each colour’s characteristics:
Red represents passion, love, power, and self-assurance.
Orange represents trust, energy, playfulness, and optimism.
Yellow represents joy, hope, cheerfulness, and good times.
Green represents peace, nature, harmony, and renewal.
Blue represents tranquillity, calmness, intelligence, and trust.
Purple represents royalty, wisdom, compassion, and creativity.
Pink represents optimism, innovation, creativity, and childish/feminine traits.
Black represents power, modernity, sophistication, and strength.
Gray is a neutral, calm, wise, and professional colour.
Brown is a natural, stable, friendly, and comfortable colour.
Colour schemes for logos
While the individual colours you choose will have an impact on your overall design. It’s also important to understand how logo colour combinations interact. Each colour combination can have psychological effects on the overall design of your logo.
Here are a few things to think about:
Colour schemes such as monochromatic, analogous, or complementary should be considered. By incorporating colour theory, you will be able to choose colours that are harmonious and elicit the desired emotion about your brand.
Ideally, your logo should use no more than three colours. This is a general rule, and there are always exceptions, but it is a good practice to follow.
If you use a logo maker, you will have pre-set colour schemes that you can customise with your brand colours. Furthermore, there are numerous colour palette generator tools available online to assist you in creating the most effective combinations.
Colour and psychology are linked. While there are no right or wrong colours, they do have an impact on our thoughts and emotions. Choose a colour based on how you want your target audience to feel and think. If we want to create great logos, we must first understand how colours affect our minds. A well-designed logo in a striking colour is a surefire method for success.