Do Logos Have an Impact on the Human Psychology? Let’s Find Out
Have you ever wondered why brands spend an enormous amount of money to get their logo designed? Why don’t they just take a random picture and name it their brand’s identity? What is it that’s so special about logos that companies are way too particular about them?
The answers to these questions go way beyond your imagination. You might have never thought that the science behind logos is actually connected to your psychology, and that’s precisely why logos go far beyond just an emblem designed for brand identification.
As the expert providers of affordable logo design, we have devised a comprehensive explanation for you describing the importance and impact of logo designs. Have this article a read, and we are sure you will have your mind blown away as you reach the ending.
Symbols & Human Mind
Logo designs deliver a meaning that’s far beyond a mere insignia. In fact, it’s a virtual word meant to represent your brand’s identity in an ideal manner. Just like your works require a clear context, your logo also needs a clear association with specific ideas to define the meaning it aims to project.
How Do We Attach a Meaning to Symbols?
We stumble upon several symbols on a daily basis. Most of the time, we don’t pay much heed to the symbols we encounter, yet they find a way to seep into our subconscious. Our mind, knowingly or unknowingly, develops a connection with the symbols it sees. When words are difficult to read by people from different cultures, everyone can understand symbols. Consider a no smoking sign; you know this area prohibits smoking whenever you see it. There are no words, just a symbol, and the idea behind it is automatically generated in your brain regardless of the language you speak.
Let’s consider the example of Carl Jung, a psychological theorist, who refers to symbols as archetypes. According to his theory, symbols and images represent the universal pattern of the human thought process that is stored in the human conscious. The power of symbolism is the primary reason why logos are an integral element of a brand’s identity. They help us recognize brands and absorb the meaning they project.
If a logo is designed right, it can create a remarkable effect on the human mind, even if it’s seemingly a basic emblem. For example, consider the logo of FedEx: It may seem rather simple, but when you look closely, you see a hidden arrow between E and X that extraordinarily delivers the brand’s essence.
Logo Colors & Human Psychology
None of us is a fan of dull, boring, back and white spaces. We all love a pop of color, and whether we realize it or not, we draw out meanings from the colors in our surroundings. Different colors have a different impact on the human mind, and that’s why a logo designer must weigh the use of colors accordingly.
Ever wondered why most social media apps – Facebook, skype, LinkedIn, Twitter – are in a shade of blue? The reason is that blue creates a very strong impact on the human mind. Not only is it aesthetically pleasing, but it draws attention. It triggers reliance and trust, which is precisely the motive of these platforms.
Similarly, most non-profit, educational, and farming organizations opt for greens as it represents balance, health, renewal, and growth. This explains that you cannot pick a random color for your brand’s logo just because you like it. A professional designer knows how the colors will impact your brands and which color is the most suitable for you.
In addition, you shouldn’t go too overboard with your colors. Put yourself in the shoes of your audience and think of what colors will captivate you the most according to the brand. Your logo colors should deliver the message without confusing the audience, so avoid making a rainbow out of your logo. Remember that less is more so only choose one or two colors unless your brand wants to give an idea of something colorful.
How Does Your Brain React to Shapes?
Just like colors, shapes are a make or break factor for logos. You’d be surprised to learn that they can induce emotions and also turn them off. Over the years, many creative minds have remarkably utilized the negative space and turned it into something extraordinary by incorporating shapes.
For instance, when you look the Tobelrone’s logo, all you see is a mountain, which is inspired by the high mountains of Bern, Switzerland where the company originates. Fun fact: Bern is also called “The City of Bears” and if you look closely, you will see a silhouette of a bear in the mountain illustration. Fascinating, isn’t it?
Another remarkable example of using the negative space to the fullest would be the logo of TV network NBC. In 1956, it featured a peacock. Over the years with countless redesigns, the peacock faded away until 1986 when the logo was redesigned and that version has lasted until today with some tweaks. If you look closely, you’ll see the bird subtly included in the negative space, which gives the logo a modern touch while ensuring the inclusion of the impressive heritage.
Do Fonts Have an Impact as Well?
Of course, they do! The font used in your logo has more power than you could possibly imagine. It can induce emotions ranging from anger to joy by using the right font in the right place. The use of wrong fonts can destroy the message and leave your audience all confused about what you’re trying to say.
If you want to send the right message, you need to pick the right font according to the nature of your business. For instance, if you have a brand of vintage cigars, using a funky font will kill the purpose. Similarly, a sophisticated font for party supplies won’t go too well for your brand’s image. Simply put, your font should align with your brand’s identity and the expectations of your customers.
That being said, we can all agree that your logo is your brand’s visual identifier and it can make or break your brand’s identity. So, factor in all these pointers when you design your logo to ensure you leave an impeccable mark on your audience’s psychology and give them something to remember you by.
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