Whoever said you shouldn’t judge a book by its cover probably wasn’t a communicator.
Whether we like it or not, our brains make snap judgments based on visual components such as color, typography and shape. Consumers base 93 percent of their purchase decisions on visual perceptions, this infographic from Colourfast Printing says.
We’ve talked before about how color affects branding, but this infographic goes into even more detail about how the color and shape of your organization’s logo—as well as fonts—affect the way customers perceive your business.
Consider these facts:
- Round logos suggest a sense of community, friendship and unity.
- Straight-edge shapes like square and triangular logos imply stability, strength and balance.
- Vertical lines evoke feelings of masculinity, strength and aggression, whereas horizontal lines suggest community, tranquility and calm.
- Multi-colored logos imply their brands are positive, playful and boundless.
Do you know what message your organization’s logo is sending to established and potential customers?
See how some well-known brands have harnessed visual communication for their logos by checking out the infographic below: