Businesses use logos to help customers remember their brand and enhance brand recognition. A logo can indicate the quality and goods of the company or brand it represents.
Recent years have seen a number of studies looking into how customers perceive logos and identifying the qualities that make a logo more memorable and appealing.
It is worth noting that it is extremely difficult to identify logo qualities and determine which ones are successful. This is because the brand's overall image, along with other attributes (positive or negative) associated with the logo's image in customers' minds, are difficult to separate from the logo's quality.
In other words, a customer may believe he has a good picture of a brand's logo, but this could be due to the brand's excellent marketing effort, which makes the emblem memorable and appear appealing. However, recent research has been attempted by a website company in Dubaito mitigate this issue as much as possible.
What effect does a logo have on customer perception?
A question arises here as to how successful logos are in shaping a customer's perception of a brand. In addition to enhancing brand recognition, research suggests that a good logo may capture customers' attention by 13%.
According to studies, a good logo has the potential to improve a company's brand recognition by 80 percent or more. Furthermore, it improves the likelihood of customers wanting to learn more about the company by around 7%. This is why businesses invest so heavily in choosing the ideal logo for their brand, which complements their brand image and reflects their company's values.
Logo Design Characteristics and Customer Perception
Siegel and Gale conducted a study that linked certain characteristics of logo designs to specific customer perceptions. For example, survey respondents identified logos with wordmarks and serifs with distinctiveness and sophistication substantially more than logos lacking these characteristics.
Furthermore, the survey revealed a bias among respondents toward logos they were familiar with (for example, Coca-Cola). They had a good image of a familiar logo, despite rating similar designs in other logos negatively.
Other study findings associate geometric logos with power, serif wordmark logos with respect, illustrated wordmark logos with fun and coolness, and holding shape logos with originality. When asked what feature of a logo makes it memorable, the majority of respondents said simplicity.
