How Neuro Design Can Help Your Business Logo Design
Your brand’s image is more than just a name — it’s a unique design that manages to attract thousands of customers worldwide.
The whole idea of building a brand is to make a way for you to communicate your message to your audience and potential customers.
Whether it’s for telling your business’ story, goals, sell products/services or even solidify your company’s position in the market.
In short, your company logo design is a part of your brand that helps in distinguishing you from other businesses in the market.
To make one of the best logo designs, designers have had to follow a set of guidelines.
While that may be the case, many don’t follow all the rules.
Creating a logo design does not only require an artistic mind but also needs a bit of psychology as well.
Designers who have years of professional experience know that designing takes a bit of thinking.
Each component of a logo — colour, form and motion depends on human psychology for it to be something that attracts people to a company.
Take McDonald’s logo, for example.
The yellow colour in the logo design helps passerby generate the memories of eating French fries.
Thus, stimulating their sense of hunger.
Which is why exploring the use of psychology in creating your brand’s logo is considered as a smart strategic decision.
However, before we dive into how the use of neuro design can result in the creation of a successful logo design, let’s first understand how our brains process a logo.
Logo Perception — What’s going on in Your Brain?
According to research, an average person is bombarded with almost 5,000 brand messages per day.
It also states that whenever we look at a logo, its elements are sent for assessment in the visual cortex part of the brain.
The first thing our brain processes is the colour of the logo, followed by the shape and then finally motion.
Although the components after the colour are processed at different times, our brain manages to decipher the meaning behind the visuals of a logo within 400 milliseconds.
All this while matching the visual components with memories and experiences related to the brand.
Take Twitter’s logo as an example.
Due to its colour, form and motion, a person can easily remember memories that are attached to this social media platform.
Our brain takes even less than a second to process it without even looking at the name.
Now that we understand how the brain decodes a logo, let’s talk about how neuro design plays a part in helping your brand own an effective logo design.
What is Neuro Design?
A neuro design technique allows graphic artists to design a logo through the understanding of neuroscience and psychology.
This technique enables them to see what colour, form and shape best resonates with the human brain and how it responds to each component.
In a way, the principles of neuroscience and psychology allow designers to visualise how their creations are met with real human reactions.
Businesses can use this technique to shape their brand in a way that appeals to their audience and attract more attention to their brands.
How Visual Perception of the Brain Works
Stimuli is a part of our environment — everything stimulates the senses in our body.
From different colours to moving objects, everything can visually stimulate our brain.
As a result, our attention goes to thousands of things we pass-by regularly.
Neuroscientists call this ability, ‘visual saliency‘.
The process of visual saliency is automatically pre-attentive.
Our brain processes the visual object before we even pay attention to them.
This has helped humans for centuries — whether it was to spot predators or to find food.
By enhancing this ability, graphic designers can produce explicit designs that can help businesses to get the attention of millions of people without much effort.
If you’re a brand that wants to design a logo that increases the visual saliency of your audience, then the best way to do it is to focus on the colour, contrast, brightness, patterns and depth of your logo designs.
These components can be beneficial in making your brand stand out from the crowd.
Logos that have contrasting colours are easier to spot than bright ones.
Moreover, they can be aesthetically pleasing for the eye.
In this age, where taking beautiful pictures is considered a popular trend, making logos that fit the bill is necessary to attract a big crowd towards your brand.
Business giants such as PlayStation are good examples as their logos stand out.
Additionally, a logo that doesn’t fit into a brand’s identity can also be visually salient, if appropriately designed.
For example, Apple is a company that sells computers and technology. However, its fruit logo doesn’t match its message.
Another component called motion is also a crucial aspect when creating logo designs for your brand.
Anything that moves can instantly get our attention.
Through that, designers have found a way to include movement into logo design.
This can be done by including italicised text or leaning shapes into your logo designs.
Right is Bad, Left is Good
Researchers have recently found that designs that are mounted on the left are more aesthetically pleasing to the public eye than the ones placed on the right.
The reason is that the human brain visualises through the left-field first through the visual cortex and the right part decodes the message.
Then the information goes to the left side of the cortex, which is the analytical part of the human brain.
Similarly, the human brain tends to focus on patterns placed on the left side more than the right.
This effect is called pseudo-neglect.
However, it’s essential to keep in mind that countries where people are used to reading text from right to left, have the opposite effect in their brain.
Curves are the Key
According to psychology, a majority of people would instead prefer to look at shapes that are curvy or round, than to look at the ones which are sharp and spiky.
Researchers have revealed the reason behind this tendency.
According to researchers, the human brain perceives sharp edges to relate to a sense of danger or dangerous objects.
Thus, we become more inclined to look at shapes that are smoother and appear more comfortable.
Similarly, logos that have round edges to their designs have been are more approachable by a brand’s target audience.
Interestingly enough, this theory doesn’t apply to cusps, mainly because it piques a person’s attention despite the signal of potential risk involved.
Experts have suggested brands to include a mixture of both cusps and curves into their designs to make their branding more successful.
Patterns Attract Curiosity
People tend to go for shapes that have individual curves to them.
Which is why patterns are quickly processed by the brain.
Our brain always keeps an eye out for exploring new patterns.
Due to this, various businesses are investing in logos that include geometric patterns and configurations in them.
While giving a clear and sleek look to a logo, they also allow the brain to process your brand’s message much quicker.
With this idea, many businesses use geometric proportions and apply rules of symmetry to produce attractive and eye-catching logos.
Neuroscientists state that our brain prefers looking at designs that are easy to understand, rather than the ones that are complexly-made.
This is because, on average, our brain uses much energy to process complex structures to decode the message.
By making simpler logos, brands can allow their audience to use less mental energy and be more fluent in decoding their messages.
Neuroscientists further state that, ‘fluency’ makes it easier for our brain to process a logo.
Which is why brands like Facebook have a simple logo.
It’s said that the more visual elements a company includes in its logo, the more sophisticated it looks.
However, that’s entirely untrue.
Due to this, we understand that using a simpler logo ensures a more public view.
Nike’s logo is a great example.
The sports brand uses a simple tick design in a black-coloured theme to add more simplicity to its brand.
Moreover, likely enough, it has millions of buyers worldwide.
Companies can introduce the same idea into their designs to make their brand stand out more than their other companies; because in reality, the company needs to sell its product/services, not its logo.
The trend of simplicity has stretched for decades now, and more brands are now investing in simpler logos.
This is allowing them to get more efficient in attracting a wide range of audience from around the world.
Neuro design allows businesses to understand their customers’ needs and thought process better.
Through this, they can know what elements to add to their brand to attract their audience.
Moreover, based on scientific evidence, exploring how neuro design works and affects the human brain is a strategic move for all companies.
This allows your clients to feel more appreciated and preserve your brand as more approachable than the others.
By incorporating science in your logo design, you can allow your business to rank high.
Companies who want to stand-out in the global market should explore the guidelines of using neuro design to create a more successful logo.
Through this strategy, they will be able to attract more audience than ever before.
Author Bio: Sarah Jay is a senior content manager from Melbourne that moved to Sydney to fulfil her dream of writing works of art that is read by millions of people. While having a busy schedule, Sarah Jay manages to stay on top of the current trends in the business world.
Originally published at https://inkbotdesign.com on July 23, 2019.