How your brain sees a logo
Have you ever wondered how our mind works as we glance upon the thousands of logos and branding images we see every single day? Probably not, but I find it quite interesting.
There’s a lot more going on in your brain than you might think when you’re passing a Tim Horton’s for tenth time today.
In 400 milliseconds, a logo can trigger emotional responses and even behavioral change. Neuroscience tells us that logos and the brands behind them can activate parts of your brain in a much deeper way.
In fact, well-liked brands trigger responses in the same areas of the brain that process human relationships. So, if you love your iPhone, seeing the Apple logo can actually trigger that feeling we get when seeing the face of an old friend. Weird eh?
What happens when you see a logo
Your brain first registers the shape and colour, then proceeds to trigger any memories of the elements or symbolic images from your memory. All of this happens in 400 milliseconds.
what your brain is really looking at
Colour | Shape | Meaning
IMPORTANCE OF LOGO SHAPES
It is said that particular shapes send out specific messages to our brains. Such as:
Circles, Ovals and Ellipses
These soft shapes tend to project a positive emotional message. Using a circle in a logo can suggest community, friendship, love, relationships and unity. Rings have an implication of marriage and partnership, suggesting stability and endurance. Curves on any sort tend to be viewed as feminine in nature.
Squares and Triangles
Straight edged logo shapes such as squares and triangles suggest stability in more practical terms and can also be used to imply balance. Straight lines and precise logo shapes also impart strength, professionalism and efficiency. However, and particularly if they are combined with colours like blue and grey, they may also appear cold and uninviting. Subverting them with off-kilter positioning or more dynamic colours can counter this problem and conjure up something more interesting.
It has also been suggested that triangles have a good association with power, science, religion and law. These tend to be viewed as masculine attributes, so it’s no coincidence that triangles feature more prominently in the logos of companies whose products have a masculine bias.
Our subconscious minds associate vertical lines with masculinity, strength and aggression, while horizontal lines suggest community, tranquillity and calm.
Keep this mind when working along side a designer. Does this reflect your company? This also confirms how important simplistic design really is. Afterall you have 400 milliseconds to grab the brains attention and to be memorable.
Contact us today for a logo design consultation.
a graphic designer in Barrie, Ontario