Do you want to know why logo design carries so much importance? Here is how a logo influences consumer’s decision. There is a good reason why companies invest so much in their official logo design. A logo can either make or break a brand, but logos don’t only have aesthetic value. Various studies show that based on these visual elements, customers form opinions about the whole company.
Consumer makes complex assessments of business based on the logo. So, companies shouldn’t only be looking to attract customers with quality support, price discounts, and other marketing methods. They should also invest enough time and money in designing a logo that will attract the right people.
Luckily, logo design services are now available to all businesses. There are no excuses for having a poorly designed logo. Let’s talk about how the logo influences consumer’s decision.
Logo Fonts and How They Change the Tone
Fonts are embedded in our subconscious. They have a substantial impact on how we perceive things. The emotions a person goes through when reading something is directly related to the fonts and the shape of the letters.
Fonts Introduce Familiarity and Feeling of Trust
For example, Sans Serif and Serif are popular fonts, and everyone has seen them. These fonts are used a lot as they have been designed to make reading easier. Therefore, they are a safe bet for businesses that don’t know which font to use.
On the other hand, Times New Roman is considered as “classic” and “unimaginative,” as it doesn’t invoke any special emotions with potential customers.
If your business is casual and you sell toys or clothes for kids, you shouldn’t go with rigid options. You need to use some playful fonts in bright colors to reflect your business and the products that you offer.
Logo Lines and Emotions
Lines establish the form and definition of a logo. They also divide space and communicate with the viewer. Lines can be used to communicate critical aesthetic elements, which is why logos with geometric lines have been popular in the past couple of years.
Thick and Thin Lines
Thicker lines send a message of strength. They are masculine, rugged, and reliable. Bolder thick lines can be used to add emphasis and focus on a specific area. On the other hand, thin lines showcase delicacy, elegance, and flexibility.
Diagonal, Vertical and Horizontal Lines
The position of the lines within space affects the viewer in different ways. Diagonal lines are expressive because they can be set anywhere between the vertical and horizontal.
However, they are very limiting and need to be at the center of everything.
Vertical lines showcase trust, professionalism, and dignity. With thicker vertical lines, designers can convey even more stability. Horizontal lines feel safe and can be used to showcase width or some lateral movement.
Irregular, Jagged and Smooth Lines
Irregular lines look the most natural. Their natural look can be used to create a focus on a area or emphasize something.
They create emotions like hesitation, timidity, confidence, playfulness, and so on. They have such versatility as they can be drawn in different ways.
Jagged lines create tension. They are dynamic and often have a lot of different directions. They can represent irregularity, danger, excitement, confusion, and sheer nature. With smooth lines, you can establish a calming and clean presence. They invoke ease, fluidity, and confidence.
Different Types of Shapes and Their Psychological Effects
There are three essential shapes when it comes to logo designs. These include organic, abstract, and geometric. All of them come with their psychological traits.
Organic
Organic shapes are irregular and are hence drawn freehand. Examples of organic shapes are rocks, grass, trees, leaves, and so on. However, they don’t need to be natural to be organic. If they don’t have geometric shapes or symbols, they are considered organic.
Abstract (symbolic)
Symbols represent shapes that matter something within a specific culture. They can be used as a powerful visual language since they have a definite meaning. However, they need to be used carefully to avoid being unoriginal.
Geometric
There are hundreds of geometric shapes used to convey power and order. All of them can be used differently as all of them have meanings.
Logo Colors
Colors have enormous power of triggering strong emotions when it comes to logo designs. Human psychology is connected to colors. No matter if it’s due to cultural heritage or subconscious hardwiring, colors have a significant effect on us.
Colors have a language of their own. There are established psychological rules that work. Through this, you can use your colors to represent your business in a certain way. This also includes the designs of your logo.
For example, the blue color conveys honesty, trust, integrity, competence, reliability, and so on. Red, on the other hand, is a youthful color full of life and comfort. With the right combination of colors, a logo can tell a lot about a business.
Logo Structure
Proper structuring lays the foundation for a memorable logo that will have a substantial effect on people.
Creating a graphic motif and internal structure are essential for leaving a mark on someone with a visual element. Symmetrical shapes used in a pattern are often very useful in leaving a mark.
We often see examples of squares, circles, or triangle patterns. The first thing designers need to do is establish a base for their logo.
That core will be the focus. The rest of the elements around it are designed to tell the story further. If we are talking about serious and professional business organization, a logo can be symmetrical and with straight, thick lines.
The structure also shows the type of organization the logo represents. If the logo is irregular and organic, it shows that the organization is more laid back and relaxed.
Conclusion
Now that you know how logo influences consumer’s decision, make sure to find reliable design services before you start working on your logo.
You can’t do this on your own, and you need professional help. Bear in mind that this is a single investment that will reflect on your business for a long time.
