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How The Shape Of Your Brand Logo Has The Power To Influence People
By Melissa Goh, 02 Feb 2016
Image via Fast Co. Design
Most iconic brands are recognized by their logos, as they are the first thing that appears in our minds when brands like Nike, McDonald’s and Target is mentioned.
A new study in the Journal of Consumer Research found that basic elements of logos, like their shapes, have the ability to influence the way people view its company and products.
Findings include how having an incomplete logo will cause people to perceive the business as more innovative but less trustworthy, and how looking at a more complex-looking logo over again will cause their consumers to like it better. With these findings, Amitava Chattopadhyay and the team at INSEAD suggests that a logo’s overall shape may also impact how others view them in a significant way.
Circular shapes on average tend to be quite soft, whereas angular shapes are hard and durable.
Circular shapes are usually associated with balls, pillows, mattresses, while angular shapes tend to be hard and durable. With these in mind, the team wanted to know if it is also associated to logo designs. In a pair of experiment, people perceived shoes or sofa with circular logo to be more comfortable, while an angular logo to be more durable.
People thought that an airline with a circular logo would be more sensitive than those with an angular one.
In another experiment, a group of people were ask to view circular logos, and another angular logos while reading a scenario about a hypothetical airline company. Participants were then asked which of these companies would show compassion over an overweight carry-on luggage. Those who looked at circular logos beforehand thought that those airline would be more sensitive.
This shows that shapes indeed influence the impression people have of a company—although shapes are critical in your logo designing process, Chattopadhyay says that it is just one part of what companies employ to influence what people think of their brand.
Head over here to read more.
[via Fast Co. Design]
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