Here's what you need to know about brand psychology

Here's what you need to know about brand psychology

There are over 100 brands that are known almost every country in the world. As a web marketer, the question is, how did they do it?

Being a top brand means that consumers love your products or services thus you have created a strong identity that customers can relate to.

For top brands, it's more than just the goods and services they offer; it's all about creating the right connotation in the mind of the target audience.

That's where brand psychology comes in handy. Success is a precious commodity, and once you secure it, you need to strive to retain it.

Psychology is all about what people think, and brands can leverage it to inspire their customers to think in a certain way about them.

To stand out in an overwhelmingly crowded market, brands are using psychology to gain an advantage over their competitors.

Here is what you need to know and understand about brand psychology.

1. The power of logos

According to Psychology Today, each person is exposed to about 3,000 to 10,000 logos every day. You see logos on billboards, televisions, coffee mugs, t-shirts and other branded items in your home.

It is not yet fully understood how commercial messages create a psychological effect, but the clear message is that logos helps to increase the landscape for brands.

One of the important aspects of a logo is the shape, and it contributes to determining the emotional response that customers have in your service, product or company.

Some popular shapes include ellipses, ovals, and circles, and they help to trigger a positive emotional message. Triangles and squares can be used to show balance, strength, and professionalism.

Combined with the right brand color, the shape of your logo can be a powerful tool that conveys the right values and attributes. For example, if you select a strong shape, you can use colors to tone it down to create a somewhat mixed effect.

2. The brand color

The three essential elements that make up a complete logo are the text color, texture, and logo shape or texts.

These three aspects are dependent each other in some way. Some of the popular brand colors include yellow, orange, red, purple, blue, green, white, black, and gray.

The position of the color psychology in brand messaging and identity is rather complex. Ideally, color is dependent on the personal experiences, interests, and preferences of consumers.

Color can affect the buying decision of customers and can boost brand recognition when used in the right way.

Basically, when choosing the right color, you want an option that allows customers to pay attention to a particular item; this can be a text, shape or an image. The vibrancy of the color helps to determine the emotional response users have to the overall design.

There are colors work well for ladies, some are ideal for men, and others are perfect for kids. For example, black implies strength, authority, and power so that it might be great for men targeted products and services.

Red evokes appetite, passion, love and emotion, and it is popular with CocaCola and McDonald's. Yellow is a cheerful color and tends to stimulate mental activity. Nikon is the popular brand that uses yellow. American Express uses blue, which implies serenity and calmness.

Utilizing the psychology of color is one of the effective branding strategies for creating a user-centered design. Ensure to pick the right color that will connect your products, services, and company to your audience.


3. Leveraging fonts

If you have the right color for your brand in mind, you will need to put the same amount of thought and efforts into choosing the right fonts.

Any text on your logo or product needs to be well written and understood. You need to know the essential typefaces to determine whether they will align well with the text.

Fonts tend to be overlooked, but they help in creating a brand personality. A good case in point is the CocaCola logo, which uses the characters of the Spencerian Script.

The standard fonts that are used in many logos today are the Serif fonts, which include:

  • Times New Roman
  • Book Antiqua
  • Georgia
  • Baskerville

These fonts can complement any company's personality, and some popular brands that use them include HSBC, Volvo, Sony, and Wikipedia.

Other great options are Sans Serif fonts, which are usually clean, simple, neutral and contemporary. Examples of these fonts include:

Some popular brands that use them include Google, Microsoft, Citi, and Facebook.

You can choose a font that has an excellent visual representation. For example, PEZ, a sweet manufacturing company, use a font that is playful and simple that sells its sweets easily.

Also, use spacing creatively like FedEx, which has no spacing between letters "d" and "e" to signify a tight and punctual service.

4. Consistency and pattern recognition

For brand psychology strategy to work effectively, you need to be consistent with whatever colors and designs you use.

Create a pattern that customers can relate it to your company or brand. Bolster that with delivering what customers expect from you, and never fail.

The technique applies to every interaction you have with your customers but is rather critical for the visual components of your brand.

You want to ensure that your voice tone, colors, image formatting and font choices are consistent and relevant.

Brand consistency helps to create a pattern that reinforces your image and message while giving something to your target audience that will forever be synonymous with your business.

Brand psychology – the bottom line

Brand psychology is a tested and effective marketing tool that many brands are using today to improve customer retentions and influence buying decisions.

Even though the whole process takes time, efforts, and resources, reinforcing and cementing your brand and message can help to reduce some marketing costs.

As a brand builder, strive to create the right connotation that will stick in the mind of your target audience forever.

Corporate branding is a common idea in the mind of marketing and public relations professionals. But it can be reinforced by integrating different brand initiatives to create a psychological effect on your customers that gives you company the right brand identity.

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