The psychology in logo design can evoke certain emotions. People buy things when they feel happy, sad, excited, safe, as well as other feelings. Your logo can help to bring out those feelings in people. Below are some tips to explore the ultimate revelation of the psychology of logo design.
UNDERSTAND YOUR AUDIENCE
To understand logo design psychology, you have to know whom you created the logo for. Different people will have different emotions looking at the same thing. If your company offers products for young people, your design should be oriented on their psychology and provide something bright and fresh; if you offer serious business services, your audience is mostly adults who would appreciate a whole different approach. At the same time, don’t make it too group-oriented. For example, if your logo were directed towards wealthy people or people of a particular nationality or race, it could create different reactions with others.
USE THE RIGHT COLOR PALETTE
The right choice of colors for your logo design, along with its visual recognition and font selection, can create a connection with your potential customers and have an emotional impact on them. Many companies create logos based on their personal preferences and thus, can send the wrong information into consumers’ subconscious. Research says that colors influence not only our mood but also our desire to buy. A color spectrum can change our motivation to buy by 80% when it comes to online shopping, advertising, and marketing campaigns. While the perception of color psychology is mostly subjective, some colors have a universal impact. Here are some examples of such color psychology.
If your logo has words in it, you need to pay attention to the fonts used. It is often considered bad taste to use standard fonts from Microsoft Office, as they are simply overused. Therefore, you need to be creative, as the way words look also affects people’s emotions. When you see beautiful, rounded letterforms, you can feel calm and relaxed; when you see sharp and angular letters, you may feel energetic and excited. The most important thing is to make your typography easy for people to understand. New, fresh fonts may be good to try, but make sure people will be able to read every word, especially at smaller scales.
This rule of creating a logo design doesn’t mean that you need to create it as entirely minimalistic. A brand logo should be easily read, not overly detailed. When a logo is easy to understand, it proves to gain trust. If people see logos that are too complicated (have a lot of text, an excessive amount of unnecessary details, fonts that make it difficult to read, etc.), their emotions cannot be positive. They will get bored and irritated. Remember that the majority of the top brands in the world have simple and iconic logo designs.
The whole point of a brand logo is to be unique and stand out among the competitors. An original idea is the most important component in creating a successful logo design. This idea should not only reflect the nature of the brand to be authentic. That’s why you should avoid stock pictures or visuals when creating a logo.
An effective logo design doesn’t lose its appeal over time. Classic is always in style. Of course, you’ll be able to adapt it with time, but people will still remember how bad it was if you do sloppy work the first time around. Before you start the logo process with your graphic designer, maybe take some time to talk about your ideas with your friends to evaluate the logo's impact. Then discuss your thoughts with your graphic designer.
THE RIGHT SHAPES AND FORMS
The primary goal of any logo is to pass something to a client in a simple but comprehensive way. Simple geometrical figures tell about the main features of a company and can also be used to convey messages.
Don’t save money on a "cheap" designer; it will all pay off in the future.
Don’t ever use stock photos; your logo should be original.
Don’t make your logo too complicated.
Don’t rely just on one component for creating an emotional effect (color, shape, text); combine all those things cohesively.
Try not to copy other logos. It can be hard considering how many designs have been created in the world so far. However, if you create something that will even remotely remind people of another logo, you will be criticized.
LET MAC GRAPHIX HELP YOU
If you would like to discuss how Mac GraphiX can help your brand stand out, contact us today. We create Brand Identity Packages to suit the needs of your business. We would love to help you!