FREE BEER if you get to the end of the article!
Right, now that I got over the average attention span of today’s people – which, according to Microsoft, revolves around 8 seconds (yes, less than a goldfish’s!) – I would like to introduce this incredible “how-to” design a logo that will change forever the effectiveness of your social media image. So get your laptop ready!
The amount of time that you have to catch someone’s attention is 5 seconds. Clearly, it’s too little to communicate everything you want and to make a customer engage with the brand (or even just to make them notice it). The awesome news is that there are some tips that could help you succeed.
With such a short amount of time, communication can’t be textual but has to be mostly visual; this means that if you need some words, they don’t have to be the main focus. In fact, human brain processes images 60,000 times faster that any textual information.
What’s the key to design a logo for your brand?
The answer lays in psychology, and can be put into one easy-to-remember framework.
LET’S GET STARTED
First thing first, it’s necessary to decide the emotion that you want to associate to the brand; emotion is the biggest piece in the puzzle that makes an image unforgettable.
Once you’ve chosen the emotion, you need to communicate it to your consumer.
Four things have to be kept in mind:
A user gives 90% of his attention to colors.
Different colors evoke different emotions. Even if the perception of color is strictly related to one’s experience, there are studies (Milne, Labrecque) that show how colors can change the perception of a brand. The picture below shows the traditional emotions behind colors.
The most used colors by the 100 most famous brand in the world are blue (33%), red (29%), black (28%) and yellow (13%). 95% of brands use only one or two colors in their logos (Hebert).
When choosing how to design a logo, less is more. A study on the psychology of design shows that people are most responsive – and more likely to engage – with images whose layout is clean and simple. If in doubt, don’t fill the space with irrelevant informations – leave the space blank, it’s not a waste of space and it can actually add power to your design.
Stay true to yourself. The key to success is being able to associate permanently a color to your brand, so that when customers sees that color around will think “That’s certainly them!” -even if it’s not. Chose a color and a style that is an evergreen and that will fit all the contents of the campaigns you are going to run.
Last but not least, choosing the right shape is fundamental. Think something that will adapt to any occasion, without changing it. It is always bad to see cropped or deformed logos.
To see how this framework actually works, you might also want to see Sign.com study about how people remember 10 of the most famous logo. As you can see, the ones that people remembered more accurately were the colorful and simple ones.
And now what?
Now that you have a framework, which free softwares can you use to practice? For example, Canva is a great logo design tool, Crello makes you design cool pictures with logo and Animaker is perfect for making simple animated logos.
One last suggestion:
1) design your logo or picture at least 3 times with some variations
2) go for a coffee
3) come back and compare the designs.
This will give you the chance to see which one is more effective and will help you make the perfect decision, and why not, show it to us.
Greta Galimberti on Linkedin.