Graphic Design

How important are logos for brands?

In today’s crowded marketplace, businesses need to have a unique attribute that is easy for people to remember. And nothing better than the logo, a.k.a the face of the brand, can help achieve that. All the top brands in the world have unique and compelling logos that anyone can recognize easily.

The dictionary defines a logo as a symbol or design that shows an association; it identifies a company, its products, or its service. Thus, it is one of the crucial elements and possessions responsible for creating an image of a business in the people’s eyes. In simple words, people remember and recognize a company by the logo.

Having an appealing, attractive, and memorable logo is paramount for a business, but only a few brands are able to understand it. Most brands have either an ineffective logo or do not even have one at all.

Designing a logo is similar to building your brand as it is used for branding purposes that help create the brand’s image. Therefore, it should not be something generic that most brands have but must be unique, attractive, and meaningful.

Significance of logos for brands:

1.    They make the first impression:

 There is an old adage that the first impression is the last. Whether true or not, it is obvious that the first impression longs for at least some time. A logo can leverage this prospect to appeal to the viewer’s eyes instantly.  

The logo is the face of a business; being the face, it is the first thing that consumers notice about a business. It can immediately pique the interest of people and compel them to explore more about it.

If the logo is catchy and attractive, people will proceed to dig into what it offers. A good logo triggers the desire of the consumer to discover the businesses that fulfil their needs or requirements. Therefore, a logo must be able to excellently and masterly represent a company. On the other hand, if the logo does not rivet attention as it should, people will barely opt to find more about it. However, it is crucial to note that the logos cater to, most specifically, a respective niche. A well-designed logo can immediately hit a niche that a business dominates, which is obviously one of the major goals of a business. For example, a foodie will immediately tap to discover a new attractive restaurant logo on a computer.  

 The logo represents a brand across all platforms, including popular digital media. So whenever people come across a logo, they will either click to explore more or let it go. The decision of the people largely depends on the visual appeal of the logo, or precisely first impression.  

2.    They hook the attention:

Another powerful thing about logos is that they grab attention immediately. In a heaving marketplace, it is absolutely difficult for consumers to pay attention to a wide range of different brands. But, the quality of a brand logo, which is formed with different designs, colors in a meaningful manner, can swiftly grab consumers’ attention. Though its potential can be attributed to its imagery characteristics, it is also true that a logo that can communicate simply and more comprehensively also plays an important role. Given the short attention span of the consumers, the logo must be creative and artistic to optimize its attention-grabbing characteristics. However, it is essential to note that most designers complicate the design in order to make it more artistic. Keeping it simple and creative helps in delivering the brand’s core values effectively. To create effective logos, remember the mantra is simple and plain. If designed properly, they can act as a call for action symbols. An attention-grabbing logo will immediately urge the consumers to learn more about the brand, which is beneficial for the brand.

3.    They build the brand’s identity:

Building a brand’s identity is called branding, which a logo can do effortlessly. Branding is a process whereby you create a strong and positive perception of a brand. The logo can make this image by focusing on its key elements like Logos and Pathos, meaning that it must have logical appeal and appeal to emotions. The logo must appeal to the consumers’ emotions to build an identity in the sight of consumers. Therefore, a few elements like uniqueness and simplicity are indispensable to the logo. The logo must also be very easy to recognize in all formats, be it digital or print.  

A logo is a brand’s possession that represents its identity. In other words, the logo is something that people use to identify a brand. Therefore, it is highly imperative to be careful about how it formulates the brand’s identity in the consumer’s view. It is essential to crafting a logo that represents a brand in the best way possible. It must coordinate with the foundation, core values, and aspirations of a brand. From colours to patterns and tones to fonts, all the elements of the logo must deliver the brand’s true identity.

4.    They are memorable:

Another characteristic of the logos that make them unavoidable for brands is their easy-to-remember designs. Due to their aesthetically driven forms and designs, logos are memorable. In fact, most people forget the name of the brand while the image is imprinted in their minds, which is just because of the power of images. Studies reveal that visuals drive more quick reactions than words, which is why logos work very well. Ideally, brands need a logo that connects the consumer to the brand. That can only happen when the logo is able to narrate the story of the brand. When consumers connect, they automatically remember the logo, largely because of its visual appeal.

5.    They create a brand’s distinct image:

The brands have lots of competitors on their horizons. Instead of being paranoid of the competitors, a brand can opt to be distinct with its logo. Let’s say, for example; you have a coffee business. Now take an estimate of how many competitors you have and you may likely have in the future. Apparently, it looks like it may not bode well for the business. But how about you keep the consumers hooked and prospected customers attracted to your business with your logo? Well, that is definitely possible. A creative and unique logo can help you stand out among your key competitors. A generic or almost similar brand logos neither grasp attention nor instigate their action. But having a distinct image can help you get an attribute that makes you distinguishable and more recognizable.

6.    They enhance brand loyalty:

Many companies, with time, change their logo or modify it from certain aspects. However, doing so can prove as a major setback to the company. The relationship between the consumers and brands is two-way. The changes to the brand identity will break the tie between brands and consumers as they may perceive it as different and unfamiliar. Consumers have an emotional inclination toward a brand and its identity.

Consumers seek consistency in the logo as they become more accustomed to its image. Brands are seldom able to do a transition from an old to a new logo smoothly. Most of the time, the brands lose their loyal customers because they are unable to connect to the new logo as they did with the older one. Therefore, the consistency of the logo is essential as it fosters brand loyalty.

7.    They create consistency:

A logo serves as a consistent recognition of the brand across all platforms. Today, brands exist on all platforms, including online and offline. Therefore, the brands need to have a standard identity across all boards.  It must be recognizable by online and offline consumers with the same standard identity design. And even if these consumers switch, they are able to recognize and engage. The logo creates the consistency of the identity.  The consistency of the brand image across all platforms, in turn,  increases the credibility, trustworthiness, and the business’s relevance because a logo is not merely an image but a professional identity design that builds the reputation of the business.

8.    They validate professionalism:

A well-designed logo depicts the professionalism of a business. Think about all the big brands and try to identify one with an ordinary and meaningless logo. I bet there is none. You would rather ask, why would a professional business come up with an ordinary and meaningless logo? Voila! You have got the answer. The more professional a brand is, the more it focuses on creating a well-designed logo. A business needs to get recognized as a professional because it builds more credibility and trust among the consumers.

9.    They create an emotional connection:

If consumers are able to relate to a brand on a personal level, they will have a separate connection with it which will make them loyal customers. The logo can appeal to consumers’ emotions so that they never forget the brand. A Poorly designed logo or obnoxious logo can turn the consumers off, and they will never instigate to build a tie with the brand.

The dilemma of creating a logo:

While many focus on the creativity and individuality required for a logo, most brands use online tools to create logos that somehow or the other look similar to others. Using an online tool or free logo maker is feasible and economical, but it will never benefit the business in achieving its long-term goals. You must avail of the services of a graphic designer to create a unique and iconic logo. The professional experts at Cognizantt aspire to create unique, attractive, and meaningful logos.

Bottom Line:

Surly, a logo is a pride possession of a business. It gives business’ identity, distinctive characteristics and helps in building more trust and reputation. A logo is a highly significant part of a business, which most companies overlook. It lays the foundation of the brand identity; therefore, its design must be carried out with utmost diligence.

Graphic Design

The psychology of colors to increase website conversions

You understand your targeted customers really well. You know what they like. You know how to navigate from one page to another to maximize the conversions. You conduct keyword research to identify the best keywords for conversion on your website. You structure your pages and posts in a way that addresses the user search intent.

You have complex applications built by your developers to improve sales, record sales, and build a useful clientele base. But there is one additional step that can help you enhance your conversions: choosing an effective color scheme for your website.

Choosing a color combination isn’t simply strictly about your branding or what colors are the most attractive. It’s bigger than that. Your choice to proceed with any color combination should be based on the psychology of your customers and the potential impact the colors can have on their buying decisions.

Various studies, including one conducted by Neil Patel, show that correct colors for your call to action buttons can dramatically increase the conversion rate. Even minor changes in colors can improve your success rate, while your overall color combination improves your website’s aesthetics.

Let’s dig deep into the use of colors and how the right colors can improve the overall user experience on your website.

The psychology of colors

Color psychology is a branch of the broader area of behavioral psychology. Essentially, it is a measure of how colors affect human behavior and responses.

Your choice of colors for the call to action buttons, pop-ups, links, quotes, headings and text can have a substantial effect on how your customers respond to your messages. Understanding the color psychology of your customers will require you to dig deep into their mindset.

For example, not everyone will respond to the blue color the same way, which means that your decision to go ahead with a particular color combination may or may not bring about the required results.

This doesn’t mean that you cannot completely overlook the significance of colors towards branding and conversion because several undeniable facts of color psychology are proven to work.

Considering your visitors take milliseconds to form their buying decision based on your website’s visuals, you would want to make sure that your chosen color scheme is robust and attractive enough to evoke and uplift moods.

Regardless of the industry, you are operating in, make sure to spend sufficient time developing the perfect color scheme for every part of your website. Still, choosing a color combination for any website or application is an imperfect art, and you cannot guarantee results despite your best efforts.

Continue reading to make color psychology work in your favor.

The myths about color psychology

While not many scientific studies have been undertaken on the color psychology, there is substantial evidence available from consumer research. For example, several research studies, including the one published by Neil Patel confirm that there is indeed a relationship between color psychology and buying behavior. This means that choosing the correct color theme can improve your conversions and profitability.

However, there isn’t a universal formula that can guarantee to affect the consumer buying behavior positively. The choice of colors largely depends on the industry, demographics of the audience, cultural and religious beliefs, and advertising objectives.

You will find some proclaimed gurus suggesting that the same color will give the desired results without considering the factors affecting the consumers’ buying behavior. But this is not how it works. Consider taking the trial and error approach to be sure of the color combination that will work for each specific website or campaign.  

Where to apply the color psychology?

The significance of colors is emphasized throughout the sales and marking cycle. Whether you are developing a website, designing packaging for your projects, designing the cover of your book, creating a software or simply designing your business cards: colors play a key role in influencing the consumer mood and behavior.

The following are the website elements you must keep in mind when choosing the color scheme for your website:

  • Pop ups
  • Buttons
  • Backgrounds
  • Borders
  • Headline type
  • Hero graphics
  • Logos
  • Branding
  • Video
  • Product design
  • Cover photos
  • Social media posts
  • Email templates
  • Menu bars
  • Landing pages

The significance of color psychology

Color psychology helps you promote your product or service and enables you to communicate value. Brand value is of critical importance for any business. Selection of the correct color combination for branding purposes will result in the following benefits.

Lead generation and customer retention

With the right color scheme for your website, you can get more sales leads, boost email sign-up rates, and improve the customer retention rate. An inspiring selection of colors can tempt people to share your brand with their friends and family.

Making a lasting impression

A careful selection of colors for your website can have a solid first impression on first time visitors while fostering the existing clientele.

Clarity of vision

Your band vision and design can get a real boost upon intelligent use of colors for the various elements of website. Considering the ever-increasing competition on the internet, it is vitally important that your brand speaks the language your target audience speaks, or your product or service will get lost in the sea of competition.

Psychology experts believe that there is a deep connection between color psychology and memories and experiences. This means that if someone had a pleasant experience while wearing a blue shirt, eating a meal on a yellow plate, or driving a yellow car, then the yellow color will active their memory.

Want to increase your website traffic by improving the color scheme? At Cognizantt, we are determined to help you grow your business online. Are you ready to take the step of faith?

Use of colors to enhance conversions

Choosing a color scheme for a website or any other product can be a daunting challenge because it is not straightforward. There are multiple ways of going about the color selection process. Each approach is likely to disagree with another. But in general, the color choices of men and women seem to have some really obvious differences.

According to one research study, women prefer the lighter shades of blue, green, purple and red while men choose the darker tones of the same colors.

Many other studies also claim that women are most comfortable with blues, greens, and purples. Orange and red colors are used to trigger positivity and action.

Colors that are known to improve conversions include green, blue, orange, red, and black. On the other hand, the role of gender in today’s society seems to have evolved, which means gender isn’t as binary as it was in the past. So a color combination that appeals to one gender over another may not be a perfect choice. 

Use the blue color for trust-building

Many studies have revealed the use of blue color is strongly linked to trust-building. You will find educational institutions and financial organizations use blue. University of Oxford, University of West Scotland, PayPal, Bank of America, Visa, and many more are using blue in their website color scheme. While each variant of blue suggests something different, they all symbolize:

  • Loyalty
  • Honesty
  • Trust
  • Security
  • Reliability
  • Validity

These are the typical characteristics we seek in an educational or financial institution. While blue seems to be a universal color and looks great in all tones and shades, it may not be the best choice for food packaging material. Again, not all research studies agree with this idea.

Yellow signals cautiousness

The yellow color signals caution. You will find yellow heavily used in traffic signals, warning signs, wet floor signs, parking signs, and more. While yellow is primarily used to show signs, it is also known to emit joy, positivity and warmth.

Various shades of yellow are used for different purposes, even though they all aim to inspire confidence, joy, happiness, fun, recreation, and creativity. For example, the bright yellow color in the call-to-actions on a website seeks to grab the readers’ attention and instil curiosity in them.

Green for environment-friendly and green products

Over the last few years, we have seen the rise of the organic food and eco-friendly products industry. You might have noticed that almost all websites operating within these two niches use green the green color because green is associated with the environment, nature and the outdoors.

Many companies are using green color for product packaging as well so people would see their products as eco-friendly and healthy. Green should be the obvious choice for you if your website sells a product or service related to the environment, outdoors, or nature.

Black and gold equal luxury and class

Black and gold are almost always associated with luxury, elegance, and high-ticked items. Although many experts write off the importance of black for a website, it is frequently used by retailers of jewelery and other luxury items. 

In color psychology, black signifies prestige, power and authority. This shows why brands like Rolls Royce, LOREAL, NIKE and Chanel use black color for branding.

Use of bright colors for improving click-through-rate

Did you know that using bright colors on your website, particularly for the call-to-actions, can dramatically improve your CTAs. While note everyone will agree to this argument presented by various research studies, you will notice many successful brands using bright colors, such as red, blue, green and orange, for CTAs. For example, Amazon uses orange to enhance CTAs.

But, it is not only about the individual color but also the complete color combination and color contrast you choose keeping in mind the needs of your audience and your brand’s vision.

The white color psychology

Almost all websites have sections that are pure white because it enhances the appearance and reduces clutter. You should use white if:

  • You want a minimalistic and simple design
  • You need white spaces to add contrast, and for typography

You may choose to use warm shades of white, such as off-whites like ivory if the pure white color doesn’t inspire you.

Tips to make the most of color psychology

If you are looking to update the colors of your website or another IT application, you may not need to start everything from scratch. It may not be possible for you to change the colors of all the website elements, but you can still improve the colors of various elements, such as the email template or the popup. Here are some tips you can consider when implementing color psychology into your sales and marketing cycle.

  • Avoid color overload – Using too many colors can cause confusion for the visitors and decrease the CTAs.
  • Color psychology is a designer’s issue, and so make sure to have your designer’s input when implementing any color changes. Let them dictate the best colors for your project.
  • Test different colors. Try a range of color scheme variation so you can be sure about the one that works for your brand.
  • Use psychologically appropriate colors to complement the existing color
  • Always be prepared to change the colors if the current color scheme is not bringing about the required CTAs.


Many web admins undermine the importance and potential of color psychology for their websites. Having a suitable color scheme and color contrast can strengthen your marketing and branding efforts.

While it is important to have your designer’s recommendation when implementing any color changes, it is equally essential for the webmaster to participate in the process. Don’t leave the decision entirely down to your designer.

Only you know what your audience like and what colors they are more likely to interact with positively. For example, if the issue you are looking to solve is low conversions, you would want to use brighter and more specific shades like orange, yellow, and red.

Finally, it is essential to realize that changing colors on your website doesn’t guarantee the desired results. Each visitor responds to the same color differently.

Are you looking to implement color psychology into your website marketing plan? Cognizantt designer can suggest the best color scheme for your project after carefully analyzing your industry, competitors and strengths.

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