A company logo is a visual representation that showcases the brand identity, values, and mission of the company to its target audience. When you are creating your own logo design, you must make sure it has a strong identity. Every detail of your logo will influence and share a message with your viewers. It can even affect the buying decisions of your customers.
Take a deeper look into the psychology of logo design and how fonts, colors, shapes, and lines influence buying decisions in logo design-
1. Logo Designs Influence Purchase Decisions
Logo design consists of elements such as fonts, colors, shapes, and lines influencing customers’ buying decisions. The elements used in a logo design have a direct impact on how a person feels about your brand. For instance, the way you think about Apple, Samsung, and Nokia are different, despite the fact that these companies sell similar products.
When people see your brand for the first time, they will develop a perception of your brand and cling to it every time they see your brand. So, you must make sure the first impression of your brand is amazing and wins over your target audience. This means that your custom logo design should be perfect.
The elements in the logo design will be responsible for the overall image of your logo. You need to choose fonts, colors, shapes, lines, graphic design, etc for your logo to create a planned and amazing impact.
2. Psychology of Fonts in Logo Design
There is a huge variety of font styles available that you can select from while designing your company logo. It is best to pick not more than 2 or 3 fonts while designing a logo. Some font styles will give a professional, classy, and strong vibe while some fonts will make your brand look playful, approachable, and interesting.
Certain font styles can make you look trustworthy and professional while others can make your company look amateur. So, the font choice should be careful and well thought out whether it is a web page design or a logo design. Moreover, as fonts display and communicate feelings, you can pick the right combination to share your brand message.
Here are some of the most popular font styles used by brands for logos and other branding materials-
- Serif Fonts- The best example of serif fonts is Times, New Roman. These fonts have a little line or stroke at the end of the outer, upper corners of every letter. The serif fonts are classic, formal, professional, authoritative, established, and trustworthy. They send confident and timeless brand signals to your target audience. Vogue and Zara are popular brands using that use Didot in their logo to share a professional and classy vibe.
- Sans-serif Fonts- Moving further, the next font style is a sans-serif font. As the name suggests, it is without any little lines and strokes on the letters. Arial is a common example of this font style. Sans-serif fonts are clean, modern, simple, and straightforward. These fonts include Arial, Helvetica, and Verdana.
- Slab-serif Fonts- Slab serifs are thick, bold, horizontal slabs that form letters. There is little to no shifting of thickness in the letter strokes. These marks are thick and horizontal without any tapering. This font style will make your logo look bold and confident.
- Script Fonts- The script fonts are those that consist of flowy lines. These look captivating, beautiful, and attractive. Script fonts can be hard to read and understand, so some designers prefer not to use these. Script fonts show creativity, elegance, and compassion. Examples of script fonts are Brush Script MT, Vivaldi, etc.
- Display and Decorative Fonts- Next, some companies prefer creating their own version of fonts. Display and decorative fonts are distinctive, unique, fun, and dramatic. These can help you in designing unique and iconic logo designs. The major examples of display and decorative fonts are Jokerman, Ravie, and Showcard Gothic.
3. Psychology of Colors in Logo Design
Every color has a certain meaning and it shares different emotions with the viewers. Colors can make us feel gloomy, happy, excited, or calm. Logo colors can be used carefully to generate predecided feelings and emotions in your customers.
Let’s discuss major color choices and what they symbolize-
- Black and white- Black and white colors usually give a look of elegance, class, strength, confidence, and maturity. These logos are popular in the fashion industry. The famous examples of Black and white logos are Chanel, Dyson, and Loreal.
- Gradients- Gradient colors look modern and unusual. These are innovative approaches to color which include a shift from one color to another. Facebook Messenger, Instagram, and Asana are some popular examples.
- Bright Colors- The yellows, reds, oranges, and other bright colors give high energy. These colors look full of energy, power, and inspiration and are cheerful and youthful. Spotify, and McDonald’s use bright colors in their logos and attract their potential customers.
4. Psychology of Shapes in Logo Design
Every shape in your logo design will convey some message to your audience. The overall shape of your logo design will have a major impact on the message conveyed by your logo design.
You can use different shapes in your logo design to convey specific meanings. Create free logo designs using online logo makers that are filled with great tools, icons, shapes, fonts, and templates for you to use.
- Geometric shapes- Geometric shapes are more harsh and structured. These shapes are a symbol of stability, dependability, and action. Circles are usually used to share movement and unity feelings. Squares are symbols of strength while lines showcase future thinking.
- Abstract shapes- Next, abstract shapes convey a feeling than a specific meaning. Pepsi is a great example of abstract logo design. This makes the business look edgy and modern.
Abstract designs are used to create logos that make people stop and think about what your logo is trying to convey.
- Organic shapes- These shapes are used for brands that are more related to nature and the earth. These shapes make the audience feel comfortable and natural. These are not confined to certain rules like geometric shapes are. These shapes make the business look agile and more go-with-the-flow.
5. Psychology of Lines In Logo Design
Lines are everywhere in a logo design. Lines can be used to divide space and create definitions and forms. Here are various types of lines used in logos-
- Thin and thick Lines- Thin lines look delicate and fragile. They can be used to communicate elegance and feminity. However, thick lines are a symbol of strength and rigidity.
- Straight and Curved Lines- Straight lines are symbols of order, structure, and predictability. These best draw attention of customers to a particular element. Curved lines, on the other hand, are energetic and dynamic.
- Horizontal and Vertical Lines- Horizontal lines contain the least visual energy of all line positions while vertical or diagonal lines are easier to find and look at. Vertical lines can be used to convey dignity and trust.
- Smooth and Irregular Lines- Smooth lines are clean and calm. Irregular lines appear casual and can be used to emphasize and focus on certain areas in your logo.
So, various elements in your custom logo design are responsible for building a connection with your customers. If you end up impressing your customers, they will be glad to do business with you. Create a top-class and responsive logo design for your company. You can take services from a logo design company to create a professional and well-designed logo.
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