A logo is more than just a graphic symbol or emblem that is used to represent a company or brand. Every color, font, and shape has a psychological effect on the human brain. After all we are marketing, selling, and providing a service to humans, not robots and whether it is B2B, B2C, or C2C, there is a human behind all of it.
The Color of a Logo
Colors can have a profound impact on the way people perceive a brand. Each color is associated with specific emotions. See the below diagram below of the psychology of colors:
Color is an incredibly powerful tool in the world of design. It can evoke emotions, convey messages, and even influence behavior.
Let’s use the McDonalds Logo as an example. They used happy and eye-catching colors in their logo. Now imagine how it makes you feel or your kids feel when you drive up to a McDonalds or when you see that big “M” sign. Kids will start clapping and screaming of joy and even we as adults get a feeling of joy. Now Imagine that “M” was just a black sign with no color and the Font of the “M” was something like the “M”. Do you think you would still have those same feelings? See our visual example and take a moment to notice how both make you feel.
So, when choosing colors for your logo, it is important to consider the emotions and messages that each color can convey.
Shapes and Symbols in a Logo
Just like colors, shapes are potent components of design that have the ability to express meaning and stir feelings in many different ways. Understanding the associations between each shape's distinctive characteristics and uses can help you create a logo that successfully conveys your message.
A circle, for example, is often associated with unity, wholeness, and inclusivity, making it a popular choice for brands that want to convey a sense of community or togetherness. A triangle, on the other hand, is often associated with strength, stability, and progression, making it a popular choice for brands in the construction, automotive, and energy industries.
Fonts are an essential component of logo design and can be very effective at sending a message or creating an atmosphere. You can choose the best typeface for your logo by being aware of the distinctive personalities that each font has.
Serif fonts, for example, are a common option for luxury companies because they are frequently connected to tradition, elegance, and sophistication. Sans-serif fonts, on the other hand, are a preferred option for technology and fashion companies because they are frequently connected to modernity, simplicity, and clarity.
You can choose a font that clearly conveys your message and establishes the desired personality, tone, or attitude for your logo by being aware of the personalities of various fonts.
Ultimately, the psychology behind logo design is about understanding the emotional and psychological impact of design choices on a brand's target audience. By carefully selecting colors, shapes, symbols, and typography, a brand can create a visual identity that resonates with its target audience and communicates its values and personality effectively.
So, next time you see a logo, take a closer look and see if you can decipher the psychology behind it!