It doesn’t matter if you’re a one-man band or a multinational brokerage firm, you still need a logo that correctly conveys your mission and leaves a lasting impression on those who see it. Well, who’d have thought that even something as basic as the shape of your logo would have an impact on how people perceive your brand? Apparently, it does.
A new study by the Journal of Consumer Research shows that shapes make a big difference to how people perceive different products and brands. For example, a product that’s advertised alongside an angular logo is perceived by the majority of people to be more “durable”, while circular logos led people to believe the products were more “comfortable”. As such, people need to be consistent with their advertising. The study found that when an advertisement about comfort was paired with an angular logo, the shape of the logo had little to no effect.
The study goes on to say that logo’s impact consumer’s feelings with regard to more than just products. For example, those who saw a circle-shaped logo were more likely to predict that the company behind the logo would be more understanding about their needs.
Amitava Chattopadhyay, a professor of corporate innovation, and one of the study’s authors, said the results show that business people need to consider the message they convey alongside that of their logo.
“When companies are designing their logos, they should be thoughtful about making these associations fit with the associations they want for their brand,” Chattopadhyay said.