Using Human Perception to Shape Logo Designs: Learning The Basics

Throughout history, logo designs have changed into phenomenal shapes, sizes, colors, and patterns. Nowadays, the attention span of consumers has dwindled. It means that logos need to grab the customers by the eyeballs at a fraction of mere seconds to create a recall.

Now, what factors do you think make a logo genuinely distinct?

It’s our perception of it. The human mind perceives different shapes, colors, patterns, etc. uniquely. It motivates many brands to capitalize on this fact and create captivating and unique logo designs that hit the sweet spot in your mind.

This article will cover a few basics of what and how you can design a logo that your target audience will regard as the best, so let’s get on with it,

1.    Respect the power of colors (Color Theory):

 

Colors are vivid, natural, exciting, or, instead, whatever we want them to be. But did you know that each color holds its distinct effect?

People associate themselves with different colors, and brands do the same. Look at Coca-Cola’s logo design, for example, when we think about it, the color “red” appears right in an instant. The infographic down below further clarifies how different brands have formed an identity around colors in their logos. 

1.    Simplicity in design:

 

As mentioned earlier, the customer’s attention span is diminishing. Brands only get a few milliseconds to leave a lasting impression. So, how do they go about achieving that?

They design logos that are “simple to understand.” Logo designs are the face of a brand; you don’t want customers to spend extra time understanding them. A fine example of a simple and creative logo design is Target. The bullseye is a minimal logo yet so much elaborate at the same time. Designs like these will instantly create a recall.

1.    Fonts (Fonts Psychology):

 The last brick to complete a masterpiece logo design will have to be the fonts. Similar to the rest of the elements mentioned above, fonts carry their own weight. It means they evoke different perceptions based on how they’re used. For example, a Serif font is perceived as punctual or professional. A hand-drawn or calligraphic font is perceived as creative or trendy etc. This infographic further delves into the different types of fonts and how they are perceived.

Last but not least,

The logo design is an integral part of a brand as it helps develop identity and recall for the customers. However, keep in mind that logo designs need to be versatile as well. A logo should be designed with a purpose in mind, meaning it should be scalable, colorful, and consist of shapes while staying minimalistic, just like the ones at Indigo Logo Design.