When walking down a city street, Ann Arbor in our case, the senses are inundated by diverse sights, sounds, and even smells. We're fortunate to be a part of community with plentiful activity and culture, but from a marketer's viewpoint, it isn't an easy task standing out in the crowd. Sure choosing an appropriate font is important, but the first goal must be to grasp your target audience's attention long enough for them to actually stop, read, and get further information.
Selecting a central color or limited color palette is maybe the most important thing to decide upon. After that, narrowing your artwork down to one central image is a good strategy to ensure that the viewer's eye, at least initially, is only required to focus on a single thing. In some cases it is okay, or even preferable, to have a handful of complementary figures. But be careful and selective; chaos can muddle the message you're trying to convey.
Once everything is designed and you send it to Dollar Bill for printing, mounting, and/or laminating, I found the following useful advice for where to display the finished product:
"You can hang multiple posters in one location to increase brand visibility...Bombarding people with imagery will ensure the message is going to sit in their heads long after they have viewed the poster.
The biggest advantage of using posters is that they can be put just about anywhere and seen by almost anyone. Posters can be strategically located to target a particular market sector. For example, take-out restaurants might prefer to situate posters near busy bus stops or train terminals to target hungry commuters."
Read entire article. Courtesy of the Houston Chronicle.
Most of the above logos you could identify in a heartbeat: color, no color, possibly even with a portion of it missing or distorted. The science of brand recognition is so intriguing that there's even a popular board game which makes an activity out of it. While the hues used for various companies logos may not immediately evoke a specific reaction, I certainly appreciate the interesting correlations within color families.
I recently came across the following article which makes some very acute observations about the psychology of color:
"Why does color psychology invoke so much conversation...but is backed with so little factual data? As research shows, it's likely because elements such as personal preference, experiences, upbringing, cultural differences, context, etc., often muddy the effect individual colors have on us.
It has even been suggested in Color Research & Application that it is of paramount importance for new brands to specifically target logo colors that ensure differentiation from entrenched competitors (if the competition all uses blue, you'll stand out by using purple)..."
Read entire article... courtesy of Entrepreneur.com!