Every designer should be an โactorโ of sorts. In other words, they should be able to put themselves in their customersโ shoes. Itโs important that designers understand the psychological impact of every element of logo design – from the colors to the typography.
1. The Color Sets the Mood for the Logo
Colors have a major impact on the mood youโll convey through your logo design. In the fast food industry, many companies use red and yellow. Why? Because that color combination makes you hungry. The more people see it, the more theyโll want to eat.
That said, thereโs far more to colors than just making you hungry. Depending on the colors you choose, you could make people feel a number of ways:
- Is your brand playful? Then choose orange.
- Is it trustworthy? Most brands use blue. (Think about banks, for example.)
- Is it a feminine brand? Pink is a good color for that.
- Are you focused on growth? Find a way to incorporate green into your logo design.
If youโre designing for an international audience, keep in mind that colors will have different meanings based on cultural context and tradition than you may initially think.
2. The Shape Sets the Tone of the Logo Design
Shapes have a specific feel to them, too. For example, a shape can symbolize a brandโs mission. A round logo design gives the feeling of togetherness and community, making it a great choice for, say, a parenting ministry.
Here are some shapes you may add to your logo and the feelings they evoke:
- Squares/rectangles: familiarity, security, trust, and peace.
- Triangles: adventure, energy, intensity, unpredictability.
- Circles/ellipses/ovals: softness, completeness, community, continuity.
- Hexagons/Octagons/Pentagons: order, professionalism, and organization.
- Abstract symbols: abstract symbols can mean different things based on the shape they most resemble. For example, the leaf shape on our logo symbolizes growth and ties back to our name: Matcha Design!
3. The Typography Reinforces the Feeling of the Logo
Each font or typeface you use has a different feel to it. Some are fancy and formal, whereas others are simple and open. Bring your style and values to bear on the typography you choose.
Here are a few typefaces and the feelings they evoke:
- Comic Sans: Use this font if you want to anger designers everywhere. Originally intended to give a fun and lighthearted feel, itโs now famous for irking people.
- Helvetica: This typeface has clean lines and is efficient and easy to read. In a way, it is the โAppleโ of typefaces: it evokes efficiency, simplicity, and creativity.
- Pacifico: This one is relaxed and casual. It gives people the feeling that they can relax, but it also carries a feeling of creativity.
- Times New Roman: Want to portray a sense of formality? Times New Roman is your font. It conveys a feeling of tradition and authority, and is the only serif font on the list.
Note: there are serif fonts and sans serif fonts. Serifs are small embellishments at the ends of letters on typefaces. Garamond is another serif font, as is Courier New.
4. How You Bring the Elements Together is Important
The way you choose to bring the elements together affect the space and scale of your design. A simple, symmetrical design can go much farther in the Western world than a cluttered one will. Cluttered designs are confusing to the brain, and the person looking at the logo will think, โWhere should I look first?โ Simply put, thereโs too much going on to make the design impactful.
True designers understand that less is more, and that a โsimpleโ design is far from simple. They just know how to design a logo thatโs easy on the eyes, is scalable, and looks proportionate. They know how to create a logo design that showcases your brand perfectly – complementing it well without being a distraction.
Everything in your logo design: the white space, the scale, the typography and colors you choose, should serve the underlying purpose and mission of your brand. If, after you work with a logo designer, they hand you a cool logo that makes people say, โSo what does your company do?โ after looking at it, they have failed as a designer.
5. Psychological Truths to Unwrap About Logo Design
Of course, there are other psychological truths that feed into the effectiveness of logo design:
- Differentiation: If you can stand out from your competitors in a good way, youโve won the hearts of your customers.
- Priming: If your logo can evoke feelings or memories in the minds of your customers, it will help them become attached to your brand.
- Gestalt theory: โThe sum is greater than its parts.โ As we said above, the way the design is brought together is important.
Thinking of psychology during the logo design process can increase trust with existing customers and create a good first impression with prospective customers!
Trust Matcha Design with Your Next Logo Design Project
Designing a logo the right way takes time. You canโt simply slap a stock logo onto your brand and call it done – there needs to be deep research and an understanding of psychology to make it irresistible to your target audience. Do you need help with your logo design? Contact us – weโd be happy to do all the heavy lifting for you so you can focus on growing your brand!
