How many times have you chosen one product over the other because the packaging “looked better”? Or suddenly felt an inexplicable attraction to a brand’s logo? These episodes also underline that the brand design has a vital part in the consumers’ decision.
It’s not just a matter of what looks, well, good. There are psychological reasons underpinning every color, font and image that brands use to connect with their audience, convey their values, even influence purchasing behavior. This blog focuses on the psychological aspect of brand design and its effect on consumer choices.
By the time you get to the bottom of this post, you’re going to know:
- The role of visual elements on perception
- The important role of brand design in building trust and behaviours
- Tangible approaches to put these discoveries into practice in your own marketing efforts
The Importance of Visuals in Branding
The first communication of a brand with its audience is Visuals. Research shows that it takes people just 50 milliseconds to make a first impression about a product or a brand. This split-second response is almost all visual, driven by design elements such as color, typography, and imagery.
Here’s why this matters:
- Grabbing Attention: When eyes are busy browsing through a sea of products, eye-catching visuals come to your rescue for not letting potential customers ignore you.
- Memory Encoding: Colors and shapes leave less to remember than plain text, so the brand continues to stay “top of mind.”
- Mood and Emotion Elicitors: (Viswanathan and Smith, 1995) Some elements of design can convey emotions that make it more likely that a consumer will have a positive or negative feeling toward a brand.
That’s why companies spend so much money researching the psychology of design — not just to look good, but to influence the way customers feel, think and act.
The Power of Color Theory in Brand Design
Colours are not merely visual; they are psychologically weighted and can inspire feelings and actions. And different colors provoke us in different ways. Here’s a brief breakdown of colors commonly used in branding and what they usually mean:
- Red: Evoke urgency, excitement and passion. Common in fast-food logos, such as those of McDonald’s or Coca-Cola.
- Blue: People regard this color as trustworthy, professional, and dependable. Easily adopted by banks such as Chase and tech companies such as Facebook.
- Green: Signifies nature, health, and sustainability. Popular with green brands such as Whole Foods.
- Yellow: Yellow is warm and optimistic, but it can also be cautionary. Think Ikea or Snapchat.
- Black and White: Simple, contemporary, and classy. The sound of their voices are also heavily used by luxury brands like Chanel and Apple.
Pro Tip: Looking to earn consumers’ trust in your brand? Use shades of blue. Brands that incorporate blue in their primary palettes are seen as trustworthy, according to research.
The Influence of Typography on Consumer Perception
Not all language is semantic, and not all meaning is conscious: Fonts communicate more than words alone. The forms of how large or small and what kind of way your typography is can really change how your message is read.
Here’s how various typefaces break the silence to your audience:
- Serif Fonts (e.g., Times New Roman): Classic and timeless, often utilized by brands with a focus on history and trustworthiness (such as The New York Times).
- Sans Serif Fonts (e.g., Helvetica): Contemporary and clean, common with tech brands – Google, Airbnb.
- Script (e.g., Brush Script): Elegance and creativity, also associated with ‘feminine’ or ‘premium’ such as Lancôme.
- Display Typefaces (e.g., Comic Sans): Large and in charge, these should be used to make a bold statement, not to take over the entire design.
Example: A luxury brand like Prada would never use Comic Sans in its marketing. Why? It would go against the sense of style and grace they wish to exude.
Designing Logos That Resonate
Your logo is the face of your brand – the mark that consumers visually associate with your goods or services. Some of the best logos are also some of the simplest: They’re easy to remember, and they effectively transmit the character of the brand. Think of Nike’s swoosh, or Apple’s minimalist apple, or the golden arches of McDonald’s.
Psychological Properties of Successful Logos:
- Easy to recognize: Simple Logo design is easily recognizable. Consumers get confused when they see complex designs.
- Balance and Proportion: Symmetrical arrangements create a sense of order and formality; asymmetrical arrangements tend to appear more casual and relaxed.
- Symbolic Relevance: A logo should represent an ideal, concept or value that serves as the brand’s focal point.
- Scalability: Whether you’re using business cards or billboards, your logo should look awesome at all sizes.
Case Study: Nike’s swoosh is not just a checkmark. It’s motion, speed, and athleticism, which fits their branding perfectly.
The Art of Visual Storytelling in Brand Design
“People are wired for stories, and your brand design is a way to tell a story.” Visuals can express the identity of your brand without having to say a word.
Sample Components for Visual Storytelling:
- Imagery: Integrate photos or illustrations that correspond to your brand narrative. Outdoor brands such as Patagonia use images of nature to resonate with their environmentally aware audience.
- Patterns and Layouts: Design with proper patterning and a consistent layout that leads the eyes of consumers, helps to focus on products and important messages.
- Brand Icons/Characters: Brand icons or characters such as the Pillsbury Doughboy, Tony the Tiger for Frosted Flakes, bring life to your design and make it more panache.
Actionable Insight: Consider what narrative your existing branding communicates. Does it support your mission and values? If not, it might be a time for a redesign.
Building Trust and Loyalty with Consistency
Even with the perfect color scheme or logo, inconsistency can seriously harm your brand. According to research, a coherent branding strategy across all platforms can boost revenue by as much as 23 per cent.
Here’s how to stay consistent:
- Brand Standards: Establish guidelines to standardize your brand colors, logo applications, and typography.
- Educate Your Team: Get everyone from marketing to customer service on the same page about these guidelines.
- Regularly Audit: Audit your brand design throughout your platforms to catch inconsistencies.
You sell trust, not simply a product or service… trust is built from consistent messaging and visuals.
Using the Power of Design Psychology on Your Brand
You can see the power of visual design by now. When it’s well-executed, it makes an emotional connection, encourages loyalty, and contributes to conversion.
Here are three things you can do to begin:
- Conduct a Visual Brand Audit: Review all visual components and see if they intersect with who your company is as a brand.
- Use Colour & Font Psychology: Select features that appeal to your audience. Try different tests to see which elicits the best response.
- Be Consistent Across Platforms: Whether from social media to packaging, your visual identity should remain consistent.
If the idea of crafting a design strategy sounds like you’re biting off more than you can chew, hire it out or partner with agencies that focus on branding. This can be invaluable in helping your business grow.
Final Thoughts
Good brand design is about more than just “looking good.” It’s about getting into the mind of your audience, leveraging psychology-based principles and establishing an emotional connection that sticks. Every color, every font, every image can spin a story and pave the way consumers will feel about your brand.
Think about what your brand looks like in visuals today. Do they fit the image you’d like to portray?
If you want to get your design to the next level, don’t hesitate. Now that the move is yours, begin employing these psychological tactics today, and see your brand shift from just another alternative to the only option.
