Logos, logos, logos. I was sitting in class the other day thinking about logos and why certain ones stand out to me right away and others don’t. Then today while I was sitting in class, it hit me! Or at least one theory did…
So… what’s the the secret ingredient to every great logo? Simple. MEDIA CUES!!! Use them! Hint hint, it would be highly beneficial for you to learn and know these because they get first dibs on your attention. I’m assuming you want your logo to grab peoples’ attention, so now you just need to find out how to get it.
Incase you don’t have a background in neuroscience or visual communication theory, here’s what you need to know:
Stephen Kosslyn, a renown American psychologist specializing in cognitive psychology and neuroscience, coined a term called Kosslyn’s First Sight. Our “first sight” is simply the first 1/10th to 3 seconds that we spend viewing something. It’s also when we hold the greatest amount of attention for whatever we’re looking at. Why? Because our brain is searching for recognition; from an evolutionary standpoint it’s deciding fight or flight? …am I safe?
During our first sight there are four cues being sent to the brain (whether we’re conscious of this or not). They’re the components needed achieve that recognition in our brain that I was talking about – also known as MEDIA CUES!
Color is the first thing we see. It gives us an emotional response, although this response differs throughout cultures and per individual. When it comes to color there are an infinite amount of cool facts to learn about. I don’t have time for that but here are a few that should provide some helpful hints:
- We always see yellow first because there are two cones in our eye responsible for responding to yellow whereas all other colors only have one.
- Our bodies respond metabolically to RED. Red can cause our breathing, heart rate and Galvanic skin responses, attention, recall and appetite to increase.
- Roughly 8-13% of the population have dichromacy, meaning they can’t see one or more of the three primary colors. Why is Facebook blue???? Because Mark Zuckerberg has a form of dichromacy and is red-green color blind.
- Speaking of BLUE, it can supposedly be responsible for increase in imagination, creativity and the ability to brainstorm.
- LESS IS MORE
Form includes shapes, faces and edges. It’s piece of the puzzle that helps our brain form an outline of the thing we’re looking at so we can eventually identify it. Our brain sees edges easily for identification. When it comes to design I think this is the biggest thing to pay attention to (and take advantage of), especially when it comes to logos. These are the questions you should be asking about your logo design:
Will your audience be able to detect the logos message (if it has one)/is every aspect of the design big enough to see? If there are multiple elements of the design do they differ enough to be noticed? Can you discriminate the edges? Figure and background are key.
Depth lets us know how close or far away something is and is highly cultural. The tip I have for relating depth to logos, is remember to consider your audience. For example, there are some cultures out there that believe an elephant off in the distance is not really an elephant off in the distance at all, rather it’s just a really tiny elephant that’s close to them. Cool, huh? I’ll keep pondering depth and see if I can come up with anything else…
Movement can be a lot of things. For the purpose of a logo though, there are two types of movement to understand. One is graphic motion, or how the design of an image guides the eye across visual elements such as left to right or up and down. The second is implied motion, or an image with an active composition. Lines are a key component to creating an active composition.
Whew, okay. That was a lot and I didn’t even get to the part about logos yet… But don’t worry! I WILL post examples of logos that demonstrate everything I just explained.
TO BE CONTINUED