A new wave is hitting the logo design industry – neuro design. The professionals are experimenting with this recent buzz to create an impactful logo and grab eyeballs of the target audience.
If you are not yet introduced to this, it is high time to learn all about it. What is neuro design? Why is everyone discussing it? And of course, how to master it?
You will find answers to all the questions in this blog. So, keep reading!
What is Neuro Design
You already know that to capture the attention of your target audience, you need to create designs which trigger their emotions and stir their reactions. Here comes the concept of neuro design.
Neuro design is the concept of crafting logos by applying neuroscience. This is a new technical tool to help designers understand how people’s brains work while processing information from a visual. That way, they can create a logo by extending their intuitive skill.
Let’s take a look at how the brain processes a graphic to get a better understanding of neuro design.
How Does a Brain Process Logo?
Once the viewers see a logo their brains work at the background before delivering information. Neuroscientists have researched for a long time on how the brain perceives and recognizes a logo design. They are also trying to comprehend how it impacts decision making.
Neuroscience reveals that while watching a logo, the human mind processes the visual element. The first element to catch the visual cortex is the colour. Then gradually it proceeds towards the form before finally reaching to the motion of the design.
Only after the completion of these three steps, our brain can comprehend the full symbolism of the logo. That’s why the professionals at any acclaimed logo design company in India prefer to develop logos by embracing the neuro design principles. Neuro design insights help them to understand how every design can trigger an emotional response and in turn, make one that stirs a strong impulse and evokes a positive brand impression.
Neuro Design Principles to Enhance Logo Design Skills
1. Stimulate Curiosity with Left Visual Fields
If you go through any logo design tips and tricks, you will come across how to enhance the aesthetic appeal of a logo. Aesthetics is an essential element in every graphic design.
Now, logos with texts on the right and images on the left are considered to be aesthetically pleasing. And guess what, this is also a lesson taught by neuroscience.
According to neuroscience, our brains are divided into two hemispheres. The left side deals with logical stuff while the right one is associated with creative tasks. Now, whenever we see something, the visual element on the left is delivered to the visual cortex first and then the right or creative part of our brain decodes the visual patterns.
This tendency of giving focus on the graphic on the left side is termed as pseudoneglect. This indicates that our brain can better process any visual thing on the left side. So, if you want people to see the image of your logo first, consider putting it to the left side of the design.
Are you trying to remember an example? Why, Spotify? The logo of Spotify has a design of sound waves (three lines) on the left and the name of the brand on the right.
2. Produce a Long-Lasting Effect with the Right Curves
The neuroscientists reveal that curves create a lasting effect on the viewers’ brains and minds. Research shows that people prefer cusps and curves more than spikes or angular structures. Unlike angular shapes, such designs have smooth edges and produce an unusually soothing and satisfactory effect on people’s mind.
You don’t have to go far for an example. From Nike to Adidas, Pepsi to Vodafone – the examples are abundant!
3. Use Right Colour to Stir Specific Emotion
According to any logo design company in India, using the right colours in your logo is crucial to develop a specific brand identity. But do you know how colours can affect the viewers’ mind?
Cognitive scientists point out the brain cells process colours from every local area of the design. Neuroscientists take one step further to describe that human mind interprets the edge between two particular colours to figure out what the neighbouring colour should be. Also, studies reveal that the human brain processes warm colours more easily than the cool ones. Keep this in mind while designing a logo.
If you are using two or more colours, study the colour cycle minutely. It will help you to understand which two colours juxtapose well to stir the audience’s emotions. This can be handy, especially when you create a business logo design.
Also, every colour communicates a distinct message. Below we have mentioned a few colours and their significance:
Red: Warmth, strength, passion, energy, and excitement
Blue: Reliability, clarity, depth, security, communication, trust, and logic
Yellow: Creativity, friendliness, confidence, vibrancy, and optimism
Green: Restoration, balance, rejuvenation, environmental awareness, and health
Violet: Luxury, quality, depth, and authenticity
Orange: Comfort, abundance, warmth, and brightness
Black: Sophistication, luxury, and security
White: Purity, innocence, sophistication, clarity, and simplicity
This association of logo colours with certain emotions is also reflected while you engage an agency offering digital marketing services to popularize your logo and brand. For example, you may note how the video ad campaigns of Tropicana are based on a soothing and calm atmosphere. It also speaks of nutrition and sound health. Now go and check Tropicana’s logo on Google. It’s green, right?
Coincidence? Not really!
4. Implement a Specific Pattern
Patterns in design always play a crucial role in influencing human brains. As per neuroscience, a human brain is inherently lazy and searches for some shortcuts to process information.
Pattern recognition takes less time and energy while making a decision. Naturally, brains have an innate preference for such patterns. When we see any design, our brains identify it and label it through the patterns.
Geometric patterns or shapes also add flexibility, depth, and vibrancy to the design. You or professionals offering logo design services may use patterns in various ways like grid design, golden ratio, and symmetry. Although there’s no hard and fast principle to use patterns, you may check out various popular logos to recognise and analyse an underlying pattern in all of them.
Take the Twitter logo for example. The eye-catchy design of the iconic bird is crafted by using some overlapping circles.
Amazing, we say!
5. Influence Viewers’ Subconscious with Proportional Density
Remember, your logo must carry a meaning. But the real challenge for professionals at any logo design company is to craft a design that carries a particular meaning and appeal to everyone alike.
Enter propositional density. Neuroscientists maintain that propositional density refers to the relationship between various elements of the design and altogether the meaning they convey.
Let’s get a little deeper.
A logo has multiple elements like text, colour, shape, lines and each of them carries a specific sense. Every aspect of the design communicates something to the viewers. Again, the combination of these elements conveys a wholesome meaning which is graver than the specific meaning each element conveys.
Using propositional density in logo designing will allow the designers to measure how much meaning each element and their combination convey to the target audience.
Check out these cool logos to see how each element contributes to create an impactful logo.
An insight into the neuro design principles allows logo designers to realize which artistic elements have more impactful appeal on the subconscious mind. Leverage this strategic approach to grab more eyeballs from the viewers and create a distinct brand impression.
However, the increasing competition in the logo design industry and changing trends and technological developments demand enough experience and proficiency. We recommend you to contact any leading logo design company India to get professional assistance while creating a remarkable logo. Check out some reasons to hire the logo design experts.
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