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How can a Logo influence Buyer’s Decision?

                                                                          How can a Logo influence Buyer’s Decision?

Tuesday October 23, 2018,

4 min Read

Logo influence buyer's decisions
Logo influence buyer's decisions

A company’s logo holds its vision and the message it wants to convey to the customers. According to human psychology, a logo can impact consumer purchase decisions.

All the elements of a logo like the font, color combination, logo design, lines or shape have great impact on the mind of the customers and the kind of image they picture about your brand.

Here, we will try to analyze all the elements which can help your logo stand out from the others.


The fonts of a logo generate an emotional connect with the customers and relate to their psychological response to shapes and letters.

Fonts like ‘Arial’ and ‘Times New Roman’ are considered mature and stable while many find it unimaginative. In contrast, ‘Comic Sans’ is considered happy and casual.

Each of the fonts has a different emotion connected with it, and one must keep in mind that they should be readable and explanatory.


Lines logo
Lines logo

Lines are crucial to create space and definition in the logo. They make it easy to convey the message and create distinction.

Thin lines are weak and fragile while bolder lines provide strength to the design. They create focus and emphasis on the logo. The positioning of the lines impact the effect it creates on the viewers, and thus it should be placed carefully, so it does not convey any incorrect message.

Vertical or Straight Lines provide dynamics and structure while, horizontal and diagonal lines suggest comfort, safety, and movement or action. Smooth lines are calming and zigzag lines often display confusion and uncertainty.



Shapes play an essential part in the appearance of a logo. They can be geometrical, abstract or organic. All of the shapes have a particular effect on the mindset of the customers.

Businesses can choose the shape of a logo which relates to their products or services.

·      Circles represent harmony, unity, infinity or feminism.

·      Square or rectangle depicts strength, order or stability.  

·      Triangles are directional in shape. Therefore, it is necessary to be sensitive about their position.

Symbolic shapes like stars, hearts or arrows define their respective meanings and contribute to the brand image if you include them in your logo.

Stars convey religion or nationalism while hearts associated with love, marriage or a relationship. Arrows are usually used in travel or goods delivering companies since they refer to movement or travel.

Shapes associated with nature have a deep impact on the mind of the customers. These images create a clear message for the people to understand.


Color Combination
Color Combination

They are one of the strongest attributes which catch the eye of any viewer. At times, cultural influence may also affect the perception of a brand.

The designs of a logo and the colors used in it also have psychological references. Colors like Black or White depict maturity and sophistication while bright colors are youthful and full of energy.

The choice of colors in your logo should go with the brand image and vision of your business.


To have a perfect logo, you must understand the correct structure of arranging all the elements. The size of the object will bring in more focus on your logo.

The bigger an object is, the more attention it gets. The spacing and placement of font also provide space for the human eye to absorb things in a better way.

The point is, design a logo so that it establishes a visual relationship with the customers and they can easily recognize it among others. Avoid any negative space and try to keep it simple yet descriptive.

At the end,

Once you are through with all the above parameters you must protect your logo and the brand identity associated with it. The customers trust a registered brand more often than an unregistered one. Make sure your logo is distinct, appropriate and appeal to the people its meant for.

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