Why Logo Design Matters for First Impressions
As kids we are taught to never judge a book by its cover, but it is human nature to form opinions about someone or something based on first impressions.
A gorgeous book with a quality hardcover and an incredibly detailed design that has clearly taken someone hours to design will no doubt lure a reader and leave a stronger mark than the one next to it – a barren design using comic sans, with a flimsy cheap cover and no clear effort of design and intent displayed at all.
A person in a suit, carefully maintained hair and a strong sense of personal hygiene will no doubt come across as more professional, confident and reliable than someone in baggy sweats, with greasy hair and torn shoes. That’s not to say the second person isn’t reliable or any less hardworking and efficient as the first person, but when it comes to choosing between the two based on first impression I know who I’d feel more inclined to trust.
In a world where businesses get looked at online next to millions of other businesses who are offering a similar product or service, consumers are undoubtedly going to go with the business that looks more professional, friendly or approachable.
Your Audience Has Options
Your business must actually communicate more than what you have to offer. Australia has more than 35,000 cafés, making café culture one of the most saturated and competitive hospitality sectors in the country. Who are you? Why do you do what you do? Why are you different from the other cafe around the block? https://www.poidata.io/report/cafe/australia
But guess what? You’re not even going to get a chance to communicate any of those answers if people overlook the face of your brand.
46% of all Google searches have local intent, meaning people are looking online for local businesses. I guarantee regardless of your industry, there will almost always be at least 3–10 businesses offering similar products or services nearby or online. If your brand doesn’t look reliable, people aren’t going to click to find out more about your business. That’s your first impression gone.
SEO Statistics
%
Local Search Intent
46% of all Google searches have local intent
Your Logo Is Your First Impression
This is where your logo comes in. You need a logo that reflects who you are – visually. It’s your first impression, it’s the tiny icon that comes up with your google search, or on google maps, or on your social media page. You only get one first impression, so make it count.
You want people to be intrigued, your logo is your hook. It can communicate so much more than you think. A strong logo is not only aesthetically pleasing, but it also shows what you offer and who you are. People should be able to glance at your logo and get an idea for who you are.
This is the reason I love logo design and have become drawn to branding. A logo is like looking into someone’s eyes and getting a little taste of who they are and what they’re thinking.
This isn’t me telling you that you just need a logo that looks nice. It’s me telling you that it’s essential that you have a strong, functional logo that leaves a lasting impression.
First Impressions Happen in Milliseconds
In a study by Janine Willis & Alexandar Todorov as part of the Princeton Neuroscience Institute, they found that it takes about 100 milliseconds to form a first impression, highlighting how essential it is that your business has a strong visual identity and logo to greet customers.
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