Marketing April 30, 2020 Last updated April 30th, 2020 1,140 Reads share

How Your Logo Influences Purchasing Decisions

Image Credit: DepositPhotos

Your logo is the face of your business. It’s the first interaction potential customers will have with your brand and it may determine how they will interact with you, as well as your products.

One of the main objectives for a logo is to influence customer purchasing decisions. You want your logo to immediately evoke a positive reaction, leading customers to subconsciously want to interact with your brand. Hopefully this will be the start of a positive relationship between your customers and your business.

Creating a great logo may sound complicated, especially if you’re not a designer. But it doesn’t have to be. Services like Wix Logo Maker can help you put together a logo that fits your business perfectly, without any necessary design skills.

With the actual designing out of the way, we can discuss what makes a logo stand out.

Your Logo Should Fit Your Niche

A great logo is much more than cool artwork. You want it to communicate your message in a fraction of a second, without requiring further explanation. So, the first thing you want to make sure of, is that your logo fits within your niche. This means it should help first-time viewers understand what it is you provide. For example, if you’re a freelance photographer, you want your logo to convey that message.

But it’s not all about fitting into your industry. Your niche also includes your business’ vibe. Perhaps you’re a photographer, but not the type that does happy colorful weddings. Nope, your business specializes in documenting dark music events… Cool! Make sure your logo makes this as clear as possible. Differentiating yourself is a major part of branding and your logo has a lot to do with it.

Once you’ve covered your side of the logo, consider the customer’s side. If you haven’t already, you should get to know who your target audience is and what makes them tick. You want your logo to represent them, as well as your brand. Give them a flag they can be proud to fly.

Creating a Professional Logo is Simple

Tools like Logo Maker make designing professional logos pretty simple. You start off with your business name and industry, which automatically points you in the right direction.

To get the ball rolling further, you can provide some of your own input. You will be asked to provide a few keywords that represent your brand as well as the “feel” you’re shooting for. These should provide the basics to a logo that fits your niche and will likely grab the attention of your target customers. To get more precise with the style and vibe of the logo, you can choose your favorites between a few different options, so the algorithm can pick up on the nuances you’re looking for.

After the process is complete, you will be presented with numerous options generated specifically for your business. From here, you can pick one and go with it, or use it as a starting point with endless tweaking options.

Influencing Purchasing Decisions

When it comes to influencing customers, logos have a lot of psychology behind them. Most people can intuitively gauge the effect of different elements. Though it’s not always simple to articulate, it can often be felt.

A complete logo will be a mesh of different elements, so before you settle on a final design, consider how these may affect a customer viewing your logo.


The first thing to make sure with a typeface, in most cases, is that it’s readable. But fonts can emit more than a written message, they give off an energy.

Classic fonts like “Times New Roman” are timeless, providing a sense of establishment and seriousness. But these can also come off as boring and uninspired. On the other hand, fonts such as “Comic Sans” are lighter, but can be characterized as childish.

As with any element, keep your audience in mind and provide what they are most likely to connect with.


Even an element as simple as a line can have a psychological effect and should be used accordingly.

Bold lines convey strength, masculinity and rigidness, while thin lines are associated with femininity and elegance. Horizontal lines feel comfortable, in contrast to vertical lines which emit a sense of risk and excitement. Likewise, smooth lines are calming and associated with ease, while jagged lines convey tension, anxiety or excitement.

The lines your logo contains can determine the type of customer you attract as well as your overall brand perception. But there is also a cultural element. Certain aesthetics can be seen as trendy or outdated in different areas or with different audiences. Make sure you’re aware of the culture within your business operates.


Shapes can include anything from circles to trees, and they all have an impact on the viewer.

Geometric shapes such as squares and triangles provide a sense of order. More abstract shapes are open to interpretation, meaning your message can be misunderstood. Keep in mind that sharp and curved shapes act similarly to jagged and smooth lines.

Symbols and natural shapes are often more specific. A natural shape such as a leaf or mountain can emit a soothing effect, making them great for businesses that deal in wellness or sports, for example. Symbols are more straightforward and easier to understand. For example, hearts are loving, stars are glamorous, and arrows convey direction.

Take note of what other businesses in your niche are using for their logos to get a better idea of what you should convey with your shape selection.


Your color palette can have a major effect on the viewers’ emotional reaction. It is likely to be the first thing a potential customer will notice.

Similar to fonts, colors can go in two opposite directions. Black and white usually appear more sophisticated and mature, while bright colors are vibrant, energetic and youthful.

You should experiment with different color schemes and see how they change viewer reactions. If you can, try to survey several options with your target audience.


The different design elements you use can say a lot about your brand. But the layout in which they come together to form one unified logo also has a major impact.

The size determines importance. Bigger elements will draw more focus, so make sure you prioritize correctly. Additionally, you can use spacing to convey a message. Negative space, meaning blank segments between elements, can seem restful. But too much negative space can cause a logo to lack in coherence. Placement can also affect the energy of your logo. Scattering your elements can cause a sense of chaos, which in small doses can come off as playful. An ordered arrangement can project stability or formality.


Your business logo plays a huge part in branding, appearing on social media, ads, merch, and more. You want it to be immediately recognizable and memorable over time. To be unique, yet familiar.

The goal is not only to get potential customers to notice your brand but also to associate it with positive emotions. A good logo, above all else, will stimulate your customers to purchase your products or services, simply by appearing in their field of view.

Designing a logo is simpler than ever. Once you’ve understood these underlying principles, you should be able to use Logo Maker to get the logo that best suits your business in no time.

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Elijah G

Elijah G

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