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Consumers Judge Brands by Their Logos

Andrew Martins
Andrew Martins
Staff Writer

Many factors influence consumers' buying decisions, but a bad logo is very likely to push people away, according to a new study.

  • According to research by Vistaprint's Promotique, more than half of Americans are likely to frequent a company with a recognizable logo.
  • 85% of respondents identified themselves as "loyal to brands."
  • Of the most recognizable logos, Apple, McDonald's, Coca-Cola, Nike and Starbucks are the top five.

In the world of business, much like everyday life, a good first impression goes a long way. With today's consumers moving at a much faster pace than previous generations, your brand only has a few seconds to show people what you have to offer. According to a newly released study, a company's brand image is so important that a bad one will easily keep potential customers away.

Last December, Promotique by Vistaprint commissioned OnePoll to conduct a survey of 2,000 U.S. adults to see which logos appealed to them as consumers and why. What researchers found was that not only did 78% of respondents say logos should be considered "works of art," but more than one-third said they felt a logo conveys the brand's overall quality.

"Our research shows just how much of an impact a business's logo has on its credibility," said Llorenç Solà, general manager of Promotique. "Everything a business puts out there should reflect their overall identity. Whether it's a T-shirt with a logo or branded tote bags, customers should be able to connect with the business's story and who they are."

The world's most iconic brands sport the most influential logos on the market, and researchers found that a strong combination of color and aesthetic makes or breaks a consumer's interest in a brand. [Read related article: How to Create a Great Corporate Logo]

The color and shape of branding

Think, if you will, of the most important brands in your life. You are likely able to visualize their logos in your mind. According to researchers, that's no mistake. From McDonald's golden arches to the Nike swoosh, strong branding makes recalling a brand much easier for the average consumer.

According to researchers, a good logo is so important that half of respondents said they were more likely to use a company if they recognized its branding. Furthermore, 3 in 5 respondents said they wouldn't use a company if it had a "terrible" brand image. While that's a highly subjective metric, it underscores just how paramount a good logo is in any business.

A good branding strategy can make or break some companies. In fact, 74% of respondents said a company's "look and feel" can be the deciding factor for them. Researchers found that 30% of respondents said the very first thing they recognized about a product was its logo, followed by its name and color. Color was so important to respondents that approximately 25% said the colors used in a logo directly helped them remember a brand.

How logos factor in for fledgling businesses

It's easy to think of some of the world's biggest brands when considering logos, but businesses of all sizes benefit from an eye-catching or memorable logo.

In fact, 28% of respondents said that their logo would be the single highest priority if they were to start a new business. More than half rated the need to come up with a good logo as "high." [Read related article: 5 Free Logo Creation Tools]

When coming up with your own logo, researchers learned that some colors resonate better than others. For example, red was considered the most memorable color among respondents (22%), followed by blue (14%), green (10%), yellow (9%) and purple (5%).

"Customers can recognize the leading brands with just a primary color or a certain shape of a logo, and consumers naturally trust these companies more. "This means both new and more established businesses need to get their logos out in the market to make them more memorable.

Image Credit: AndreyPopov / Getty Images
Andrew Martins
Andrew Martins
Business News Daily Staff
Andrew Martins has written more than 300 articles for business.com and Business News Daily focused on the tools and services that small businesses and entrepreneurs need to succeed. Andrew writes about office hardware such as digital copiers, multifunctional printers and wide format printers, as well as critical technology services like live chat and online fax. Andrew has a long history in publishing, having been named a four-time New Jersey Press Award winner.