CX Insights

How Logo Design Can Add Magic To Your Site’s User Experience

8 min read

Your logo can be considered the heart of your website. Positioned at the very top of your site, chances are good that it is the first thing to meet your visitor’s eye. This quality position calls for a special role. As emotional aspects have taken in a central role in web design, it is time to see if your logo can contribute some magic play to your site’s user experience.

The logo is one aspect of a company’s commercial brand or economic entity, and its shapes, colors, fonts, and images usually are strikingly different from other logo in the same market niche. Logos are used to identify. — Jacob Cass

There have been plenty of articles written on logo design. Reason enough for me to not go into the theory once more, or give tips for effective logo design, and neither will I cover mistakes you should avoid.

Rather, I’d like to focus on the very practical effects your logo can have on your site’s user experience. For example, your logo can be a great tool to draw your visitors in, it can help you to introduce and identify yourself, and it helps people to remember you.

To demonstrate how your logo can do all that, I collected a couple of examples with Usabilla Discover. Let’s go through them one by one and see which aspects you might be able to use for your own logo.

Attract attention

Your logo is a great way to grab people’s attention once they are on your site. The designer Milton Glaser describes the logo as “the entry point to the brand”. I couldn’t agree more. With your logo you draw people in and invite them to further explore your site. Obviously you don’t want to scare your visitors off with a bad first impression and neither do you want them to be sceptical, not even neutral when exploring your website. Use your logo to awake positive associations or trigger emotions to excite people.

Attract through beauty

Discovered by mva

Beauty always works as attention grabber. Just like we tend to turn our heads when walking past a beautiful person on the street, a beautifully designed logo on a website doesn’t go unnoticed. Of course beauty can be defined on many levels. Important is that you find a way to appeal to your target audience.

Attract through personality

Discovered by lajlev

We just love personality on websites. The technical nature of the medium sometimes makes it difficult for us to feel connected with the people behind a website. Emotional design can help your visitors to feel closer to you, which makes it easier for them to trust you. A personal logo design carries emotions and attracts attention because people are actually looking for something they can relate to.

Attract through humor

Discovered by mva

Make your visitors smile. You couldn’t do it any better than designing a logo that makes your visitors happy the moment they enter your site. Obviously people have some kind of goal when visiting your site, be it to find certain information, purchase your product, or anything else. However, we also like to get entertained and we welcome anything that reminds us of the fact that there are not only interacting with a machine.

Explain your product

On the Web you only have little time to convince people of your product or service. Your logo can be a great starting point to introduce yourself and grant first insights into what people can expect. The logo is likely to be the first thing your visitor and potential customers pay attention to. Make sure it is an accurate representation of your marketplace positioning, personality, and mission.

Explain with visuals

Discovered by mva

People don’t like reading very much, especially when browsing a website. We like visuals, such as icons, images, or infographics. Why not use your logo to already tell people what your product is about. In order to introduce yourself and allow your visitors to quickly grasp what you do, you can combine your company’s name with an explaining image, such as a meaningful icon.

Explain with text

Discovered by jules

Some things are too complex to wrap them in one single icon. Use text, or rather carefully chosen words to explain what you do. In any case you should be able to cover your core objectives in only a few words. If you can’t, take a minute to think about yourself, what you do, and what you want. If you don’t know your business objective yourself, how can you explain it to your visitors in the short amount of time that you have?

Explain with your name

Discovered by mva

The name of your company or product can be key to explaining to people what you do. Yes, it can be that simple. Visitors of your site look at your logo and your name and if it offers them enough information about what they can expect on your site, perfect. They only need to continue if they are already interested. Interested visitors are much more motivated and open for whatever you present to them.

Unique association

The word logo means a name, symbol, or trademark designed for easy recognition. Make sure you create a unique look and feel that people easily recognize and associate with your company or product. Especially within the same marketplace, you should make sure your logo looks different than those of your competitors. For example, if a certain style is common in your niche, don’t worry to also adapt this style, but you need to somehow stand out and be unique.

Associate through simplicity

Discovered by claudio

We have less problems to remember simple things than complex concepts. Keep your logo simple and clear to not overwhelm your visitors. A concise appearance will bring few features into focus and help people to make stronger association between you and your logo.

Associate through clarity

Discovered by rironald

Clarity is somehow close to simplicity, yet it is a little different. A clear logo is very defined and distinctive. This can be because of a distinct color, a unique letter type, or the explicit combination of graphical and textual elements. It is important to avoid any kind of confusion with brands of the same market-space and to build a very distinct association between your logo and your product or company.

Associate through extravagance

Discovered by jules

Use your logo to stand out from the crowd. In most fields you will have a few if not many competitors and they will all try to build a unique brand awareness. Use your logo to show that you are special. Show that you are professional, but at the same time creative, edgy, likeable, trustworthy, mysterious, or different in any other way.

Easy to remember

Especially on the Web, people have many choices. Convincing first time customers to choose for you is one thing, making sure people stick with you for a longer period of time something completely different. The worst case scenario is that people look for you but can’t find you because they don’t recognize you. Make sure your customers keep you in good memory once they leave your site. Your logo can be a powerful tool to help people remember you. Distinct forms, clear colors, or characters are things people don’t easily forget.

Remembrance through colors

Discovered by swentzel

Colors have a big influence on our frame of mind. based on different aspects, such as cultural influences, or personal preferences, colors can trigger different emotions within us. Chose the colors for your brand or product carefully to make sure people have positive associations with it. While we find it hard at times to remember factual information, we easily recognize emotional triggers.

Remembrance through form

Discovered by dlk

Also distinct forms are way more easy to remember than names or facts. While we might not be able to recall the name of a product, we easily recognize a logo based on its unique style and shapes. Distinct forms can be any abstract figure, a customized font, or even an interesting contour of a combination of multiple elements.

Remembrance through character

Discovered by usabilla

You can also find a way to add character to your brand or product to help people remember you. We can more easily remember things that we have connected with in some way. For example, we remember people more easily if we had at least one actual conversation with them, if they did something that really entertained us, or we felt connected with them for any other reason. In logo design it’s the same. Get your visitors engaged and let them have a personal experience with your logo and they will remember it.

Is there more magic?

Did I miss something? If you can think of other effects logo design can have on your site’s user experience, please share your thoughts below.

Sabina Idler
Sabina was technical writer & UXer @Usabilla for 5 years before she started her own UX research and consultancy firm; UXkids. With UXkids, Sabina leverages her academic research expertise, know how in child development, and strategic vision to help companies build successful digital products for children. You can connect with Sabina on Linkedin or follow her on Twitter.