Secrets and Psychology behind the successful trademark design

Your company logo is the trademark design that represents what you do and what your company stands for. That is why it is very important to consider a few factors before launching the logo; how to make it unique, embody values and truly make it the mirror of your business. The process of converting the concept to operation, from design to brand, is a crucial one.

 

The person responsible for creating or designing the trademark must have the understanding of the psychology behind the branding. Branding requires the joint effort of both, the marketers and designers because the consumer mind is tricky and make most buying decisions unconsciously.

Being said that, big brands like Windows and Apple use various psychological techniques to make their brand stand out. Like, the objects placed horizontally on the left side of our screen are regarded as traditional/old whilst the objects placed horizontally on the right side are considered fresh and advanced.

 

As you can see in the image, PC on the left sends the message of oldness, whilst Mac on the right looks all cool and modern. Such factors are subconsciously persuasive and affect consumer buying behavior. According to a study, this factor is effective for English speakers as they write left to right and thus the objects placed on the right side gives them a sense of future and transformation.

 

Similarly, interrupting the common patterns and fashioning comfort are some essential factors behind successful trademark design. Balancing these two factors is vital as the human mind tends to notice patterns and react accordingly. 

 

For example, when you see an image of the sky, you expect the color blue. The human mind tends to ignore the objects that fall in expected patterns, perhaps, when you play with the color, make it purple, you put it out of sync and it triggers attention.

 

Further, when people see different colors and shapes it triggers numerous psychological processes in their mind. By opting a certain color or shape, you can influence the people and create a perception about your trademark in their mind. You must create a resonance of your trademark design according to your target market, because variables like age, gender and culture affect the effect of your created resonance.

 

Let’s talk about shapes first, diagonals, angular and jagged shapes come across as loud, aggressive but also vibrant. Whilst soft rounded letters and curves tend to be used for the fresh, friendly and youthful impression. Curves also depict femininity.

 

Colors play an equally important role in the trademark designing as shapes. Because different colors convey the different message, so you must consider the psychological meaning of a particular color to ensure your trademark is conveying the right message.

 

As black convey the message of mystery, sophistication, and villainy for example “Chanel”; white depicts simplicity, purity, and hope like “Apple" and Red represents love, passion, aggression, danger, romance and energy like “Coca-Cola”.

 

These are just a few psychological secrets and tricks used by big brands that you can add to your trademark to standout.  

 

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