Procreate, Canva, Adobe Creative Cloud, Figma, Instagram, TikTok… there are so many apps out there that offer simple solutions to design that it begs the question “Why do I need a designer?”.

And more often than not, startups (and even more established companies) utilise some form of software to generate a visual representation of their companies - all good right?

Well, no…

There are a few considerations that should be taken into account before thinking that the “I’ll just do it myself” approach solves a problem.

What problem I hear you ask?

Okay, now listen - the problem so often overlooked is another question: “Why should a customer choose your (new) brand?”

I can hear it now… “But our product/service is great!” or “Well, we’re making sales so it’s all working”.

But, is it? It’s such a common misconception to think that your product will stand out just on its own merits or that because you're making a few sales, that curve is just going to increase exponentially because of one fundamental factor - Customer Psychology.

Customers are bombarded with advertising every day and are offered a plethora of choices, so how do they decide on one brand from another?

Psychological insights suggest that our feelings and identities may have a greater influence than we’d expect on which brands we choose. A study of 1,400 advertising campaigns over the last three decades found that ads with purely emotional messaging performed twice as well as those that were more rational and practically minded (31% vs. 16%).

If we start with the foundational brand graphic, the logo, it is proven that all aspects of a logo's design, including its colors, fonts, and shapes, can symbolise ideas and express moods to the consumer.

Logos affect purchase decisions

While some might argue that price is the only element influencing a consumer’s buying decisions, this is not actually the case.

Emotional factors, including familiarity, brand loyalty, self-identification, social identity, and status, are other key players in buying decisions. 

Consumers often use emotions, especially personal feelings and experiences, to evaluate brands, rather than relying solely on information like product quality, features, or benefits. This happens because the consumers identify the same kind of personality traits in brands as they do in other people.

As a result, a brand's identity must explain exactly who they are and what they represent to prospective customers.

Your logo needs to sum up your brand message and personality so that people can know what you stand for in the first 5-10 seconds.

That's why creating a logo is one of the most vital components of your brand identity and why you must take a thoughtful, professional approach to logo design.