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The Psychology Behind McDonald’s Golden Arches and Other Company Logos

Finance By
(DigitalVision Vectors/G tty Images)
(DigitalVision Vectors/Getty Images)


It may seem like a trite statement, but the confluence of brand and design becomes more important each year. Consumers tend to connect more with a product through their experiences than they used to with traditional advertising. Here’s the Harvard Business Review on the topic:

“Brand leaders today — Apple, Nike, P&G — are also design leaders. Advertising and marketing can amplify the success of a great design, but they can rarely compensate for a poor one. Here, trust is a function of the brand messaging lining up with the consumer’s actual interaction with the product or service. When brands now have to speak to an increasingly diverse global consumer audience, design is critical to delivering a consistent experience and calling attention to innovations.”

At the nexus of brand and design is a company’s logo. Everything in a logo, from the spacing of the letters to its size, are engineered to evoke a specific impression. Unequivocally, the color is a logo’s most important aspect. It has the power to subconsciously conjure a reaction. For many, it will lead to a product’s consumption since 84.7% of consumers cite color as their main reason for buying a product. But, the power of a logo goes much further than simply color and purchasing power. In order to illustrate this, Colourfast Printing created this detailed infographic below:

(Colourfast Printing)
(Colourfast Printing)



Interested in learning more about color and its influence? Read the story by FastCompany here.