Chief Strategist, CEO ruthhoffmann.com
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How business logos influence customers

7th May 2019
Chief Strategist, CEO ruthhoffmann.com
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When setting up your business, you focus on sales, publicity, and patronage. Chances are, you never really pay much attention to your logo even when you have a vested interest in professional branding. Well, you should, because as will be made clear, your logo is actually a deciding factor in whether customers will patronize your business or not. I used Turbologo to create my company logo.

Distinct Logos Mean Distinct Products:

The very first and most basic thing to note when designing your logo is originality because it greatly influences your customer’s selection of your product. There is a high chance that a customer will decide not to buy your product purely based on its similarity to another logo. The potential customer might have bought a product before that left a bad taste in their mouths or they may just use the familiarity of your logo as a sign that your product is like thousands of others and so why what makes yours special?

Elegance is a big Factor

There are customers who buy things on impulse and do not really care about the logo, brand or packaging or even expiration date. But there are also customers who will look at everything down to the quality of your advertisement and product package. These customers are often willing to pay more just because a particular product looks elegant or exquisite. If you want to sell to luxurious spenders or deliver customized packages to the bourgeoisie, then you need to pay rapt attention to your logo details down to the last curve. Depending on what you sell, give your brand a sleek and refined logo that would catch anyone’s attention.

The Law of Style and Principle

When people consume your product because of quality and quantity, ultimately they stick around for long due to the style, principle, and message of your brand and you want your logo to communicate that. Do you want to pass a strong brave and bold message with thick colors, shades and sharp edges on your logo or the calmer, warmer presence with bright, curved and tinted designs? Either sell products well but choose carefully by considering what sells in your niche and what your product and services are about. You do not want the logo of an animal on food that is supposed to be tailored for vegetarians.

Recognizable Logo Cannot be Overemphasized:

Your logo can be amazing but at the same time run the risk of alienating your customers. When you create or order for the creation of a logo for your brand, make sure the concept is completely familiar and easy to recognize one. There is a difference between your logo being familiar or similar to other logos and you giving it a familiar concept. Your fast food logo looking like that of KFC is an example of the former which is not advisable. Your zoo logo having a dragon or any fictional animal on it is an example of “unrecognizable” which again is not advisable. But your truck loading company logo showing workers loading products into a truck is a powerful and easily recognizable logo that lets people automatically get a hint of what you do. That kind of logo also sticks with your customer for long hence, more patronage in the future.

Create a Memorable Logo

A logo connects the customer to your product or brand visually and this is why it is important to create a memorable logo. See, your first-time customer does not know that you prepare the best food in the world or that you offer the best masonry or photographic services, all they are going to see first is your logo and you bet they will judge you by it. Tips on how to create a memorable logo? Just be radical, a little bit of simplicity and creativity will do the job. I mean look at the Apple logo, you already have the picture in your head but I bet not many people thought I was a great idea to use fruit as the logo of a tech company.

Color! Color! Color!

I simply cannot overemphasize how important color is in logo creation. You need to research the best color that suits your product line or services because the customer definitely will be looking out for it and it will help them decide if they will patronize you or not.

If you do not think the color is important. In a survey, color alone has shown to increase brand engagement by 80% and 90% of the time, they influence impulse purchase.

 

 

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