The interesting truth about brand and logo design

Have you ever wondered if the Packaging Design, logos and other aspects of visual branding are just chosen at random or if there’s a deeper meaning and thought process behind them? For example, it’s a common misconception that a company will choose a certain colour scheme or font style just because it’s their favourite.

Although it’s important that you feel good about your own branding, the most important aspects of your visual branding are the emotions it stirs within your customers. Before you even think about creating any kind of visuals for your brand or begin marketing yourself, you need to:

  • Get clear on your ideal customer
  • Understand the pain points they have
  • Get to the emotional core of these pain points

The role psychology plays in design

Packaging Print, logos and visual branding aren’t likely to be the first things that spring to mind when you think about psychology, but it plays a hugely important role in many areas of business, including your branding.

Did you know, for example, that the colour and font of a logo can majorly influence how someone feels about your business and perceives your brand?

This is mostly on a subconscious level, but it’s something that’s been tested many times and is one of the reasons that big brands will have no hesitation paying huge sums of money for a logo that many people would consider rather basic and simple.

Pay attention to the brand designs around you

Once you start paying attention the colours and styles going into visual brand elements such as logos and packaging design, you’ll notice just how certain colours will influence your feelings and thoughts about that brand – even before you know what the company offers.

Let’s say for example, you’re a renewable energy company and you’re looking to create a new logo, you have to put yourself in the shoes of your ideal customer and think about the colours and styles you’d expect to see – it mostly likely wouldn’t be a bright orange or dark red with a gothic script font, would it?

Orange is a fantastic colour to use in branding because it stands out, it’s also one that creates a feeling of an affordable brand, and can also be seen as fun, but the brand visuals have to fit the feeling that you’re going for.

Black creates a feeling of high-end, luxury and an exclusive product, so again these are not feelings that you’re really going to connect with a renewable energy company.

Trying to understand what goes into making a brand successful when it comes to the visuals, especially if you’re not a visual person can be quite tough, so although it may seem like an added cost, working with a professional is something that can save you lots of time and, stress and money in the long run.


Even if you’re just getting started with your brand and would like to get some ideas and inspiration for how to bring your vision together and see how working with a professional could help you achieve that, then feel free to get in touch with us here at Ultragraph on 01704 893 938 or connect with us on Facebook and Twitter.