Last updated on September 4th, 2017
The psychology of logo design is often overlooked by most designers. In fact, when talking about a logo, most designers relate it with different color schemes or styles. However, it is so much more than just that. The term ‘logo design’ is often confused as the process of creating a design identity of an organization or a brand. So what’s the psychology of logo design? It is the analysis of the entire meaning and purpose of a logo, which is much more than just the identity of a brand.
In this blog, you’ll learn some interesting aspects that govern the psychology of logo design process.
Logo Design Psychology
It makes sense to understand the “psychology” the psychology behind colors, shapes and styles in the logo design to ensure that your design is able to deliver a lasting impact on the mind of onlookers. Remember, every attribute of a logo adds additional meaning to the logo. It is intenerating to know that term “logo” has been derived from the Greek word “logos” which means “word”. Hence, the logo design process is the activity of creating a visual identity for a “word” that speaks about a particular business.
Studies and researches conducted across the globe have revealed that people connect with your logos in the same way with their own personal perspective. If different people with different education and academic background interpret different meanings for the same word, the chances are that they will interpret different meanings for your logo. Therefore, it makes sense to carefully mull over each attribute of your logo to understand what it’s going to mean. Remember, the more time you devote to the work on the meanings of the attributes, the more you will be able to put across the desired meaning and message to the people at large.
Psychology Of Color In The Logo Design
Role of color is often misinterpreted not only by the clients, but also by the designers owing to the prolific availability of vibrant color schemes on the Internet. And to add to the havoc, some clients clearly specify that they want yellow color in their logo, while others demand for blue without even realizing the phycology behind the colors in a logo design. Resultantly, the logo fails to capture the imagination of the onlookers.
It is important to understand that colors owe a special meaning and have the power to rejuvenate even a simple looking logo. However, typecasting a color with a logo only for the sake of following norms is sure to make a logo look bad. Therefore, selecting the right type of color scheme and using the proper shade of a color (if required) is the biggest stepping stone towards a successful logo design.
It is important to understand that different colors express different emotions. For example, black color is mostly associated with mystery, sophistication, power or death, whereas white color stands for hope, purity, simplicity and goodness. Red is the color that expresses love, anger, passion and romance. Blue expresses emotions of confidence, peace and integrity, while grey color represents maturity, authoritativeness, stability and security. Therefore, it is vital to understand the psychology of different colors before using them in a logo design.
Pictured below is the image that illustrates the different emotions evoked by different colors.
Role Of Shape In The Logo Design
The psychology of design governs the basic shape of the logo, underlying its relevance in the entire design process. Since human brain is more likely to understand and remember shapes, the logos that essentially incorporate a geometrical shape are better remembered and liked. Olympics logo, Android logo and Apple logo are just some of the many logo designs that clearly illustrate the significance of the shape of a logo design.
However, this is not a thumb rule. And it makes sense to consider the shape of the logo by carefully analyzing the type of business or industry the logo is being designed for. Pictured below are some popular logo designs that illustrate the significance of unique shapes in a logo design.