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How Logo Colors, Fonts, and Shapes Affect Consumer Actions?
November 24 , 2023 Posted by admin
The most compelling representation of a brand is its logo— a single word or image that communicates more than a thousand written words ever could.
Indeed, the logo and colors associated with a brand can increase recognition of that brand by as much as 80% It is crucial, therefore, to comprehend the psychology underlying effective logo design and how it influences consumer behavior.
Designing a logo that effectively communicates the intended emotions and ideas to the intended audience can initially appear daunting due to the numerous design options available.
Therefore, what should one be aware of when utilizing psychological principles to impact the logo development process? California Logo design requires understanding how to apply the psychological principles of color, font, shape, and composition. Additionally, you must understand how it affects brand recognition and purchasing behavior.
Learn How Composition, Colors, Shape, and Fonts in a Logo Design Shape Your Brand Impressions
Specific colors can elicit particular emotions and communicate distinct ideas. The study of this is called color psychology or the significance of colors. Your company’s values will be reflected in the colors you incorporate into your logo, reinforcing your brand identity.
Understanding the nuances and connotations that color imparts on individuals’ perceptions of your logo and your brand will enable you to arrive at more informed design judgments.
An investigation conducted by scholars affiliated with the University of Missouri revealed that the particular hues employed in a corporate logo exert a substantial influence on individuals’ perceptions of said logo and the brand in its entirety.
As reported in the study:
- Blue logos elicit emotions associated with assurance, achievement, and reliability.
- Green logos evoke associations with sustainability, toughness, durability, masculinity, and environmental benevolence.
- Purple logos elicit emotions associated with femininity, allure, and glamour.
- Pink logos evoke sentiments associated with vitality, innovation, and style.
- The color yellow evokes thoughts of silliness and modernity.
- Red logos evoke emotions of confidence and expertise.
A hue need not be vivid to elicit a psychological response from individuals. Consider the color black, symbolizing sophistication, authority, protection, and power, or white, connoting perfection, cleanliness, purity, and innocence. Additionally, corporations may employ the color gray to represent practicality, brown to symbolize dependability, or gold to symbolize luxury and elegance.
Logo shapes psychology
In addition to influencing the thoughts and opinions of consumers, California logo design effectively conveys specific company messages through shapes. Consumer research has established that the design of a logo can influence how individuals perceive a brand’s beliefs, products, and services. Different shapes and sizes (e.g., circles, squares, triangles, and vertical and horizontal lines) convey distinct meanings that logo designers must comprehend and incorporate into their designs.
Circles adorn the symbol of numerous globally renowned brands, including Pepsi, Starbucks, and General Electric. Their capacity to convey diverse positive emotional messages, coupled with their gentler and more hospitable form in contrast to the more angular characteristics of triangles and squares, contributes to this.
In addition, circles are robust and consistent, devoid of any ruptures or deflections, which renders them emblematic of fortitude and steadiness. Circular elements incorporated into a logo can enhance the credibility of a business. Circles are associated with the notions of commitment and unity by their connection to marriage and rings; this enables them to establish a more profound connection with the consumer.
Target is a recognizable company whose logo is circular. By reflecting its name in a bullseye formed of two concentric red circles, the logo increases the likelihood that consumers will recognize the brand at first glance. Nonetheless, the Target Bullseye logo communicates an additional crucial notion regarding the brand’s dependability to consumers. Target is where you will discover or precisely strike what you’re looking for.
Square elements are frequently utilized in logo design, as evidenced by the use of such elements by Home Depot, Microsoft, and American Express. Squares can communicate emotions associated with grit, safety, and security. It’s not difficult to understand why humans have this perception of squares, given that some of the most “secure” objects in the world, including houses, vaults, and safes, have rectangular or square shapes.
Squares convey equilibrium, professionalism, and proportion qualities through their symmetrical, robust, and dependable configuration. An illustration of square logos can be seen in the British Broadcasting Corporation (BBC), whose logo consists of three sturdy squares that inspire confidence and trust. Additionally, the BBC logo’s squares symbolize the news organization as a trustworthy and dependable information source.
Triangles can elicit many messages, such as strength, perception of hierarchy, and progress or enhancement. Only Adidas, Mitsubishi Motors, and FILA are well-known brands with triangle logos. Because triangles exert a force in a particular direction, they possess energy. While not evoking the same level of security and familiarity as rectangles or squares, they can serve as a means to showcase the ingenuity and innovation of your brand.
Consider the logo of Caterpillar, a manufacturer of construction equipment. Solid and daring edges adorn the triangular form of the company’s logo, which exudes masculinity and strength. Additionally, its angles point upwards, signifying motion or a positive direction.
How lines are rendered in a logo can affect how an audience perceives a brand. For instance, vertical lines are captivating and elicit an unconscious perception of power and sophistication. Like squares and rectangles, they communicate a notion of motion while conveying an air of professionalism.
An instance of a corporation whose logo incorporates vertical lines is SoundCloud. The logo effectively communicates fortitude and ingenuity by integrating angular cloud contours with robust vertical elements. Additionally, the technology company Cisco incorporates vertical lines into its logo to represent innovation, adaptability, and audacity.
Conversely, horizontal lines evoke an atmosphere of tranquility, stability, and peace. They are highly distinctive from vertical lines when incorporated into business logo design, and they have the potential to instill a sense of safety and security in consumers.
The IBM logo is an excellent example; horizontal lines are used to soothe the senses, and blue contributes to the logo’s overall impression of dependability and trustworthiness. Additionally, DHL incorporates horizontal lines into its logo to emphasize the promptness and dependability of its services.
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Logo fonts Psychology
Certain logos may additionally integrate text into their logo or present text in its entirety. The selection of these logos’ fonts was not arbitrary or based solely on aesthetic appeal. Conversely, the fonts incorporated in the design of a company’s logo should embody the brand’s values while promptly communicating its intended message.
Individuals associate particular colors with particular thoughts and emotions; the same holds for font psychology.
Among the thousands of fonts used, serif typefaces are the most prevalent. They evoke an aura of sophistication and traditionalism, which is why renowned brands like VOGUE and Rolex incorporate them into their logos.
Clean and inviting sans serif typefaces are reflected in the Microsoft, Google, and Netflix logos, respectively.
A font that emulates the sophistication of handwriting is the script. As an illustration, the logo of the greeting card company Hallmark is an excellent fit for a script font.
Modern display typefaces have a dynamic and spirited quality that makes them ideal for prominent brands, including Disney, SEGA, and Baskin-Robbins.
Professional Logo design Composition Psychology
Colors, fonts, and shapes comprise the fundamental elements of a successful NYC logo design. Nevertheless, how these elements can be assembled also impacts how consumers perceive the logo and its message.
For instance, haphazard or inconsistent arrangement communicates an element of fun, disarray, or resistance.
Asymmetrical and structured designs, on the other hand, communicate formality, stability, and compliance.
The process of layering components together creates visual associations. As a result, business logo designers must be aware of the integration of lines and shapes.
In addition, their scale denotes the priority of elements in a custom logo design. A more substantial component garners more attention and is perceived as more significant.
The NASA logo is an outstanding illustration of effective composition.
The word NASA conspicuously displays large white letters in the center of the design. The circular orbit around the agency’s name symbolizes space travel, while the stars symbolize space, and the red V-shaped wing signifies aeronautics and a planet, respectively.
Although these components are precisely centered on establishing equilibrium and harmony, NASA is the most conspicuous due to its proportionate dimensions. The V-shaped design in contrasting scarlet emphasizes the brand’s primary focus: aeronautics. Conversely, the circular orbit intersects the brand name at the ‘A’ and ‘S,’ which underscore the words ‘Aeronautics’ and ‘Space.’
Logo design influences clients’ actions
Every element of a logo’s design, including its colors, fonts, and shapes, can represent concepts and convey emotions to the customer, as we discussed in the preceding section. Although it is self-evident that a logo impacts the consumer, let us examine how and why this occurs in greater detail.
Understanding how a logo influences consumers requires knowledge of three psychological concepts: priming, symbolism, and differentiation.
By utilizing strategic symbols, logos communicate a direct message. Constantly present in our collective consciousness are symbols.
Consider a heart-shaped icon, which we intuitively recognize as representing affection and connections. In addition, vectors symbolize motion and orientation, whereas stars may represent renown, devotion, or renown.
The simplified shapes convey these fundamental principles that constitute abstract symbols. Symbols commonly come into use as a form of visual communication due to their unambiguous, cross-cultural, and linguistic significance. Irrespective of their physical manifestations (e.g., text, images, or structures), symbols exert a significant psychological impact on consumers.
Product differentiation pertains to marketing strategies that induce consumer discernment between various brands. This occurs when a consumer develops a visceral connection to a brand, distinguishing it from its competitors.
Logos ultimately differentiate a brand from its rivals by ascribing an emotional significance to that brand relative to others.
Consider the airline companies Emirates and QANTAS as an illustration.
The logo of the airline Qantas
Although both brands employ the color red in their logos to represent the velocity, vitality, and strength inherent in air travel, they differentiate themselves through the use of symbols affiliated with their respective origins. Emirates employs Arabic calligraphy to represent its brand name, whereas QANTAS’s marsupial signifies the airline’s Australian origin.
Specific words, images, and sounds can “prime” the brain to anticipate particular stimuli. A NYC logo design elicits a specific thought or action in this manner.
Recognizing a logo elicits an automatic mental association with previous thoughts, emotions, and encounters associated with that brand. This may result in individuals selecting a brand once and developing lasting loyalty towards it.
An investigation carried out utilizing the Apple logo provides additional evidence for this. After presenting participants with an Apple logo that moved too quickly for them to perceive, the researchers administered a creative test. These individuals outperformed those presented with the IBM logo, which is not typically linked to creativity.
During the trial period, Apple had recently concluded a prosperous advertising campaign showcasing numerous imaginative individuals’ work under the slogan “Think Different.” Due in part to this marketing, the Apple brand has become synonymous with innovation.
The test subjects were stimulated to think more creatively upon viewing the professional logo design.
Logos influences buying decisions
Although there are those who contend that price is the sole determinant of these decisions, this does not generally hold true.
In addition to familiarity, brand loyalty, self-identification, social identity, and status, emotional factors significantly influence purchasing decisions.
Consumers frequently base their brand evaluations on sentiments, particularly personal feelings and experiences, as opposed to relying exclusively on information such as product attributes, features, or advantages. This occurs because consumers perceive similar personality characteristics in brands as they do in individuals.
Consequently, a brand’s identity must provide potential consumers with a clear explanation of who they are and what they stand for.
Your logo should put in a nutshell, your brand’s personality and message so that individuals can immediately recognize what you are. Thus, developing a logo is needed for a brand identity, and you must approach logo design with deliberation and professionalism.
Psychology Shapes a Fruitful Logo
The success of a logo depends not only on its quality but also on how people see it. A logo must be relevant, significant, and addressed to the target audience to influence a consumer on a subconscious and psychological level. Knowledge of the psychological aspects of color, font, shape, and composition in logo design is required, allowing one to compose one’s signature logo that speaks volumes of vital information about the organization.
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