On one side, marketers are relying on branding and design agencies to create an effective business trademark; on the other side, logo designers are finding success through a set of design principles and inspiration that has been effective for decades. Whether you are a designer or an aspiring business owner, it is imperative to seek unique thoughts and concepts to create distinctive outcomes. Such a unique concept can be understood by embracing insights from neuroscience and psychology, thereby guiding them to make more strategic design decisions. This is known as
neuro design.
Neuro designs offer a set of fundamentals that allow the creator to decide how to design logos that will be both appealing and easily recognisable. As a result, neuro design can augment the logo design process of a
custom logo design company simply by using its principles to test designs against our brain reactions.
Excited to know about the principles? View the following for details.
1. Visual Saliency:
Our brains are highly accustomed to recognising visual elements that stand out from the surroundings. Such a quality is defined as visual saliency by the neuroscientists. Is your logo incorporated with patterns? Update it before it hurts you. The best way to upgrade a logo's visual saliency is by improving the use of colour, brightness, contrast, patterns, and depth. Embracing these properties at the initial stage of logo creation may yield a standout effect. For example, the trademarks that use contrasting colours are easy to recognise, as well as easy to memorise the visual elements. Likewise, the logo that features depth, such as the Dropbox and PlayStation logos, will stand out beyond any queries.
Additionally, there is another way to reach the audience – by incorporating motion into logo designs. This can be integrated using animation. For instance, iRobot uses an animated logo on its website, thus making it more captivating to the users. Ask your logo designers whether they are using any such approaches for your business emblem.
2. Processing Fluency:
It will never be something hard to understand that our brain is biased towards logos that are easy to understand. Since it takes a lot of energy to process the data, our brain prefers to favour designs that are easy to decode. Neuroscientists term this method as processing fluency. Now, do you understand why most brands have professional yet straightforward logos for their businesses? Some of the best examples can be Apple, McDonald's, and Nike. These graphical emblems are fluent and can be easily processed, easily consumed, and, yes, of course, easily memorised.
3. Propositional Density:
Embracing the last point doesn't mean you implement something too simple. In extreme cases, too much simplicity can also be boring and unappreciated by the audience. You can't take any risk. To avoid such vulnerabilities, introduce a rich interpretation. Neuroscientists call this propositional density. The density can be measured by taking the number of deep elements in a logo divided by the number of graphical elements. If the result turns out to be greater than one, it means the logo has a good propositional density.
So, make sure to design a logo with high density. You may take the example of Apple.
4. Discovering Patterns:
Like colour shades, our brains also have an intuitive bias towards patterns. According to neuroscience, the human brain is inherently curious and tends to seek out new information.
There are multiple ways to introduce patterns into a logo design, including geometric patterns or grid designs, symmetry, and regular proportions, as well as the golden ratio. Patterns may not be a mandatory requirement, as they are often hidden. But it can be the easiest way to construct your logo design. For example, the Twitter logo. Its iconic bird is formed by using overlapping circles.
5. Left visual field:
There is no strong compulsion to keep your image on the left and text on the right. But in most cases, those designs are more aesthetically pleasing. The reason that neuroscientists deciphered is that our mind is more biased to the left visual field than the right one. And so it is the first one to be delivered to the visual cortex.
So, does it make sense to incorporate your icon or graphical element on the left side and your wordmark or business name on the right side of the image? Consult with your custom logo design company for all such requisites.
6. Curves and Cusps:
We all tend to prefer curves or tapered shapes over angular or spiky structures. Agree or not? The reason is quite insane. Sharp edges or angular sides in Perpetuum remind us of objects that hurt. In contrast, a curve signifies smoother and is unusual to exist. Like the Apple logo, featuring your logo design with both curves and cusps can make your design more approachable.
According to research, it is found that when our human brain sees a logo, its visual elements are the first to be processed in different parts of the visual cortex. The process is initialised by colour, followed by form and motion. At last, the meaning of the logo is deciphered by our brain. Therefore, learning neuro design and embracing it has turned out to be the most convincing. Ensure your custom logo design company considers this for your productive future.
Have you decided which one to choose to meet your requirement?
Graphic design contests, freelancers or agencies? I guess a perfect custom logo design company can be an ideal station.
Are you prepared to have an effective, engaging logo for your organisation? HiH7 Webtech and its professional designers may serve you in the same way.
