The Science Behind Logo Design

19. November 2015 10:26 by Steve Leigh in Business News  //  Tags: , ,   //   Comments

It's easy to say that design has a lasting effect, but most people don't take time to think about what that means. Logos with a lasting effect are the result of careful research into human reactions to colors, shapes, and patterns.

With the some of the world's biggest companies making changes to their interfaces in order to become more visually appealing, the complexity behind such changes is worth appreciating.

The Eyes Have It

The letter-based vision test has become a staple of waiting rooms the world over. Whether you're visiting the optometrist, getting your annual physical, or renewing your driver's license, you've probably had to stare long and hard at the shrinking cascade of letters on the white board. Unpleasant though it can be, the test is known for having prevented countless maladies. What isn't well known is the long and complex history behind the test.

letter-based vision test board
Image via Gizmodo.

In a recent article for Gizmodo, graphic designer Lorrie Frear traces the history of the contemporary eye chart. Beginning with the first chart, designed in 1836 by Heinrich Küchler, Frear describes how the test has been refined over the last 179 years. The refinements have taken into account physical factors like font design and viewer distance, along with psychological factors, such as the viewer's ability to describe the letters or words on the chart.

Color Me Sold

As you walk down the grocery aisle to pick up your favorite cereal, you probably put more thought into the taste of the cereal than the color of the box or the lettering of the logo. Still, why is it that you are drawn to one box more than all the others?

poster on the psychology of logo design
Image via Inc.

The design of the brands you see every day is the result of countless hours of research. The above infographic is a quick primer on the most common factors used in the design of some of the world's most recognizable brands. You may believe your choice is based solely on taste, but that nice-looking box has an influence on your wallet that you might not even be conscious of.

Added Benefits

Perhaps the most intriguing factor in the psychology of consumer brands is the fact that the average person is taking part in an experiment that never ends. Just as the right to vote gives people an active role in the mechanics of their government, so the purchases consumers make give them an active role in their economy. That's why those who want consumers' hard-earned money invest so much time and energy into influencing their decisions.

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