While “logo design” refers to the activity of creating a logo, and the term “logo” is used to refer to any symbol created for the purpose of identification, the “psychology of logo design” is the study of any meaning that can be seen in a logo other than the meaning of identification.
If people with distinct levels of education see different meanings for the same word, the chances are they will do the same with your logo. What you want to do is to think of each part of your logo design as an attribute, and then reflect on what each attribute might mean and how people will interpret it. Choosing a single color gives you more control of what people will see in your logo, and on top of that, you can also use it as your branding strategy. With time people will start to associate the color with your brand. Whatever color you choose, make sure that your logo works well in black on a white background, and also in white on a black background. Choosing the right combination of color, type and mark can easily become a purely aesthetic exercise, but is when you give the time to think about the psychology behind the design that the best work tends to come out.Since every potential attribute of a logo is virtually infinite, and renders the writing of this article an impossible task, I’m going to focus on the two most common attributes people use to create added meaning: color and shape.
New designers often ask how to design a logo. Depending on how detailed your sketches are, this may be as simple as scanning in and tracing, or you may need to start from scratch. You may find that once you start playing with the logo on the computer, it takes on a life of its own. Often I have what I think is a good idea in a sketch, but suddenly I just tweak it a little on the computer and voila! A logo. At this point you should be working in black and white, and small enough so that the logo will fit on a business card. When you’ve refined your logo to everyone’s satisfaction, it’s time to get colorful. You may need to go back to the inspiration step and look around to find color combinations you like. Customers have a hard time visualizing color, so it’s very important that you explain to them the difference between viewing color on a monitor, printed on an inkjet, and commercially printed.
If there’s one very specific situation where the psychology of logo design is more effective than any other is when designing a logo for a young audience. It seems that as we get older, we tend to develop a sort of shield to protect us against a never-ending stream of marketing shenanigans, but that’s not the case for young consumers.