by Brian McKay
Marketing is all psychological. It's about knowing what and who your consumers are. To put it into perspective, human beings are visual creatures. We have both of our eyes facing in the same direction in our heads. We cannot move our eyes independently, thus we capture a lot of information about what we see incredibly quickly. Who we are is far more complex. But again, this can be deemed back into what we are. Humans are visual creatures that look for patterns and symbols. We seek things that are familiar to us and give those things meaning. This allows us to log information and retrieve it when we need it almost without thinking. As a small business owner, your logo is supposed to captivate your consumers. It should represent all that you are and hope to be. Don’t underestimate the consumer’s glance, because they will judge your business based on a millisecond's worth of information.
Leaping at you
As mentioned, humans are visual and thus you need a logo color scheme that will attract the eye almost unintentionally. Think about the largest brands in the world. They almost always have bright colors. Apple used to be bright green, now it's a metallic silver. Coca-Cola is bright red. Microsoft has four different colors. What attracts our eyes is something bright and out of the ordinary. Primarily, vibrant colors represent ripe fruit. It's healthy, sustenance and reminds us of something that could taste good. We now see it as something that could potentially be good. Thus, whatever kind of design you settle on for your logo, make sure you’re using a bright color scheme.
Intricate shapes and lines
The reason why we look for patterns isn’t just because we seek familiarity. But we are programmed to spot things that don’t fit the rest of the picture. This could be to spot danger or perhaps something new to discover and log as information. That’s why you need to consider an intricate shape for your logo. Many modern entrepreneurs seem to love the minimalist approach to their designs. However, time and time again, studies have shown, mundane logos just make it seem as if the business was set up yesterday and not a lot of effort was involved. Speak to a professional logo design company that can take you through the various stages of this process. They’ll absorb your vision, then make the first sketches. They’ll keep the designs in black and white to give the artist complete focus. Then the final design will come together, with the color scheme you have chosen.
Creative letters
Regarding symbols, we look for letters that stand out. When we think of Apple, we immediately see the ‘A’ in our minds. When we think of Samsung, we see the double ‘SS’ in our minds. You need to think about creative lettering that will make the name of your business a symbol in people’s minds. It's very often the first letter, but it doesn’t have to be.
Consumers will glance at products and take in so much information. If you don’t have a logo that is bright, intricate and symbolic on some level, their glance won’t turn into a gaze.