design concepts

Design is such an important part of any business. But do you know how the logo you use for your company is perceived by others?

Believe it or not, human psychology plays a large part in design principles whether we designing roll up banners or flyer printing.

Designers such as our team know all about these principles and can help you with your design based on what your company is and what it stands for.

One principle that many designers use is “Gestalt” – a psychology term meaning “unified whole”.  This principle is all about visual perception and are a part of how we perceive and group different objects.

Gestalt can be broken down into five different subcategories:

  • Proximity – placing shapes/objects together makes them appear as a group
  • Similarity – using similar looking shapes/objects also makes them appear as a group
  • Continuance – Certain designs compel the eye to move from one shape/object through another
  • Closure – This is when an object or shape is incomplete or not completely enclosed.
  • Figure and Ground – when we separate the background from the object or shape.

But these aren’t the only aspects to consider when it comes to design.

Things like the colour you choose and the shapes involved also have an impact on how your company is perceived by customers, clients and business associates.

We learned at a young age that colours such as reds, yellows and oranges are considered as “warm” colours, whereas blues and purples are considered “cold”.

But, in terms of psychology – and more importantly design – it’s not quite as simple as that.

Each colour evokes different feelings in the people who view them.

The “warm” colours mentioned earlier can represent excitement, love, boldness, friendliness, cheerfulness, confidence, happiness, optimism and energy.

But that shouldn’t deter you from using the “cold” colours! Blues can portray a sense of trust, strength and dependability, while purples are seen as imaginative and wise. Greens can be used to show peace, growth and health.

Shapes such as squares show a sense of stability and consistency but circles can represent community and unity. It isn’t just solid shapes that send messages either. Lines do too. Vertical lines represent strength and endurance while horizontal lines mean calm and tranquil. Curves too mean something in the world of design. They represent flexibility and adaptability.

There’s so many things to take into account when it comes to designing, whether the design itself is for a logo or a poster, and it doesn’t stop with colours and shapes.

Other aspects a designer has to take into consideration are balance, proportion and perspective.

When it comes to design, balance simply means that the design is aesthetically pleasing. This could be when the image or shapes in the design are symmetrical for example.

The proportion of images and shapes can also play an important part in design. The eye cam be drawn towards bigger elements of the design which could mean said elements are more important.

Both of these play a part in creating perspective. Perceptive adds a sense of realism to a visual image.

Bet you didn’t know there was so much to think about in designing a logo, but hey. We didn’t say that design was an easy thing!

Just as well our team at Kaizen are experts in the field and know their stuff, ensuring that whatever your graphic design needs are, they will be fulfilled to the highest standard.