Why Your Logo Is Not The Most Important Part of Your Brand

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In a society where logos have grown to represent many things, it appears as if a logo is the most important part of a brand. Whenever big companies flash their brand mark, it might look like advertising is simply slapping the logo on the right stuff. But, it’s not the logo that brings value to the products. It’s actually the other way around. 

A Logo Belongs to a Brand

Brands are made up of tactile and visual elements that are brought together, creating something memorable and recognizable. Elements of a brand include voice, imagery, fonts, in-store experiences, online experiences, colors, products, and a persona. Any form of a brand that appeals to the senses, is part of the brand experience (i.e. taste, sound, vision, touch…). 

Walking into a restaurant, or using an app, are both forms of brand experiences. They might be different in what needs they solve for the customer, but they can also work together.

2 Major Things Give A Logo Value

A good logo is backed by great customer experiences. For example, let’s say we have an imaginary coffee shop called The Lofty Café. They are a cute coffee shop with a comfy, modern space for customers. A great logo in and of itself is not going to help The Lofty Café sell coffee, because it’s only a small representation of something bigger. 

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Therefore, The Lofty Café should have amazing, tasty, coffee to become a success. That doesn’t mean the logo is brushed to the side, however. The logo helps people recall how amazing the coffee was, and maybe how cool the interior was too. Therefore, it gets a positive emotional response from people. That’s when logos do their job, and are most effective. 

Now, imagine that a few people have never heard of The Lofty Café. They’re new to town, and they just so happen to be driving past the café. Those newcomers may have no initial reaction to seeing The Lofty Café’s logo, because it’s unfamiliar to them. There is nothing to associate it with (positive or negative). This is their first moment of exposure to that brand. This is where marketing comes to the rescue.

Marketing is powerful, because it’s building trust with the customer. Marketers use this strategic communication to tell customers exactly why they should be using their company or brand. Many people’s first experience with a brand, might have been through an advertisement. With time and repetition, people will recognize the logo because of the messaging behind it. 

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Logos Rarely Speak For Themselves

It’s rare that a startup company has a logo that makes sense to the viewer right away. Younger brands have to work a lot harder at getting attention, and helping people understand the message behind it. Older brands are in luck, because they don’t have to put in as much effort.

For example, big companies like Google, Disney, and McDonalds have been around long enough to tell people what their company is all about. People have experienced their products, services, and brand many times over. They’ve reached the point where they can display their logo, without the company name! And people will still recognize what the brand is. 

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Again, the logo didn’t accomplish all of that. Everything surrounding the logo did, and the logo represented it all in the simplest, and clearest way.

The next time you see logo or emblem floating out there by itself, you’ll know that it took time and effort for it to stand alone. Good brands elements work together to make a logo powerful. 

As a hint, if you’re looking to brand or re-brand your company, try developing the other elements first. Once the vision, mission, market, and visual looks are established, sometimes making the logo last becomes the finishing touch. 

What do you think is the most important part of a brand?

4 Ways Design Affects What You Purchase

4 Ways Design Affects What You Purchase LiftyPixel.com

Design is everywhere you look, and our culture is saturated with it. Design is more than just colors, shapes, and some fonts strategically put together. It’s an essential form of visual communication. It taps into the mind of the buyer, and plays off of deeply ingrained cultural values, and instinctual feelings. Here are some ways that design affects what you buy (whether or not you realize it).

1. Design and Shape Matters

Obviously, your brain prefers the look of an item that is more organic. But how do you know what looks “organic” in the first place? According to some studies done by Steve J. Westerman, and his team of researchers, they found out what that was. 

They showed customers pictures of product packaging in 2 different experiments. Different chocolate product packaging was the first experiment. The second experiment contained water and bleach bottle designs. The studies showed that people pretty much preferred rounded products over harsh, angled products. 

2. Design Gives Perceived Value

Have you ever walked through the aisle of a store, and had to decide between several brands of the same product? Generally, people tend to pick the best looking packaging. Whether it was more trendy looking or more brightly colored, that buyer experienced a term called “perceived value.”

Perceived value means that the customer determined that the product could satisfy their needs or wants. Another saying that comes to mind with perceived value is, “Beauty is in the eye of the beholder.” This statement becomes even more true when companies continue to push their value perception. 

When design is consistently used on particular products, given in association with a positive thought, it is slowly stored over time in the memory bank. 

 

3. Design Uses Color to Move You

Did you know that color has a distinct effect on your emotions and brain? For example, the color red speeds up your metabolism and it can also raise your heart rate. Yellow is a happy color, but it can make babies cry more often if a room is painted yellow. Blue is calming, and purple gives the feeling of luxury.

Design uses color to influence the decisions of potential buyers. Whether it’s the purple of Cadbury chocolate, or the green of a Monster Energy drink, color has a profound effect on the minds of viewers. Color is used to catch your eye, and when it's paired with contrast, it’s a match made in heaven. See if you can spot colors that automatically get your attention the next time you shop.

 

4. Design Sets Up Expectations

Finally, when you pick up a product with good design, you’ll develop some sort of expectation for that product. Design builds trust with a customer in several seconds. The customer knows what level of quality they may receive from the product, or how long it will last, just based on how the packaging looks. 

If the packaging feels cheap, with poor design, and looks like it hasn’t been updated in 30 years, it might get overlooked. But, if the packaging is well designed, with great material, and follows more recent design trends, people are probably more likely to buy it because it looks more trustworthy. 

Design is a powerful tool. There are a lot of factors that go into what people buy, and how fast they make decisions, and these are just a few of them. So, when you go to the store, pay attention to how certain product design affects you. Maybe, take a second to reflect why.

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