The Psychological Impact of Logo Design

Monday, July 8, 2024

The Psychological Impact of Logo Design

Every designer should be an “actor” of sorts. In other words, they should be able to put themselves in their customers’ shoes. It’s important that designers understand the psychological impact of every element of logo design – from the colors to the typography.

1. The Color Sets the Mood for the Logo

Colors have a major impact on the mood you’ll convey through your logo design. In the fast food industry, many companies use red and yellow. Why? Because that color combination makes you hungry. The more people see it, the more they’ll want to eat.

That said, there’s far more to colors than just making you hungry. Depending on the colors you choose, you could make people feel a number of ways:

  • Is your brand playful? Then choose orange.
  • Is it trustworthy? Most brands use blue. (Think about banks, for example.)
  • Is it a feminine brand? Pink is a good color for that.
  • Are you focused on growth? Find a way to incorporate green into your logo design.

If you’re designing for an international audience, keep in mind that colors will have different meanings based on cultural context and tradition than you may initially think.

2. The Shape Sets the Tone of the Logo Design

Shapes have a specific feel to them, too. For example, a shape can symbolize a brand’s mission. A round logo design gives the feeling of togetherness and community, making it a great choice for, say, a parenting ministry.

Here are some shapes you may add to your logo and the feelings they evoke:

  • Squares/rectangles: familiarity, security, trust, and peace.
  • Triangles: adventure, energy, intensity, unpredictability.
  • Circles/ellipses/ovals: softness, completeness, community, continuity.
  • Hexagons/Octagons/Pentagons: order, professionalism, and organization.
  • Abstract symbols: abstract symbols can mean different things based on the shape they most resemble. For example, the leaf shape on our logo symbolizes growth and ties back to our name: Matcha Design!

3. The Typography Reinforces the Feeling of the Logo

Each font or typeface you use has a different feel to it. Some are fancy and formal, whereas others are simple and open. Bring your style and values to bear on the typography you choose.

Here are a few typefaces and the feelings they evoke:

  • Comic Sans: Use this font if you want to anger designers everywhere. Originally intended to give a fun and lighthearted feel, it’s now famous for irking people.
  • Helvetica: This typeface has clean lines and is efficient and easy to read. In a way, it is the “Apple” of typefaces: it evokes efficiency, simplicity, and creativity.
  • Pacifico: This one is relaxed and casual. It gives people the feeling that they can relax, but it also carries a feeling of creativity.
  • Times New Roman: Want to portray a sense of formality? Times New Roman is your font. It conveys a feeling of tradition and authority, and is the only serif font on the list.

Note: there are serif fonts and sans serif fonts. Serifs are small embellishments at the ends of letters on typefaces. Garamond is another serif font, as is Courier New.

4. How You Bring the Elements Together is Important

The way you choose to bring the elements together affect the space and scale of your design. A simple, symmetrical design can go much farther in the Western world than a cluttered one will. Cluttered designs are confusing to the brain, and the person looking at the logo will think, “Where should I look first?” Simply put, there’s too much going on to make the design impactful.

True designers understand that less is more, and that a “simple” design is far from simple. They just know how to design a logo that’s easy on the eyes, is scalable, and looks proportionate. They know how to create a logo design that showcases your brand perfectly – complementing it well without being a distraction.

Everything in your logo design: the white space, the scale, the typography and colors you choose, should serve the underlying purpose and mission of your brand. If, after you work with a logo designer, they hand you a cool logo that makes people say, “So what does your company do?” after looking at it, they have failed as a designer.

5. Psychological Truths to Unwrap About Logo Design

Of course, there are other psychological truths that feed into the effectiveness of logo design:

  • Differentiation: If you can stand out from your competitors in a good way, you’ve won the hearts of your customers.
  • Priming: If your logo can evoke feelings or memories in the minds of your customers, it will help them become attached to your brand.
  • Gestalt theory: “The sum is greater than its parts.” As we said above, the way the design is brought together is important.

Thinking of psychology during the logo design process can increase trust with existing customers and create a good first impression with prospective customers!

Trust Matcha Design with Your Next Logo Design Project

Designing a logo the right way takes time. You can’t simply slap a stock logo onto your brand and call it done – there needs to be deep research and an understanding of psychology to make it irresistible to your target audience. Do you need help with your logo design? Contact us – we’d be happy to do all the heavy lifting for you so you can focus on growing your brand!

About Matcha Design

Matcha Design is a full-service creative B2B agency with decades of experience executing its client’s visions. The award-winning company specializes in web design, logo design, branding, marketing campaign, print, UX/UI, video production, commercial photography, advertising, and more. Matcha Design upholds the highest personal standards for excellence and can see things from a unique perspective due to its multicultural background.  The company consistently delivers custom, high-quality, innovative solutions to its clients using technical savvy and endless creativity. For more information, visit

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