Factors To Take Into Consideration During Logo Design And How To Measure Its Effectiveness
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by: Cedric Khan
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Word Count: 438
Date: Fri, 22 Jan 2010 Time: 12:57 PM
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It is very important for every firm, be it a multinational conglomerate or a start-up, to create a unique logo design which would reflect its essence. The logo must be visually appealing to the customer and should trigger fast brand recall, and thus it is always recommended to get it designed by an expert logo designer.
Since logo design will go on to determine the brand image of the firm, it is crucial to make a detailed background check while selecting a logo designer. He should have high levels of creativity and must have handled hard projects in the past with success. Moreover, he must be capable of meeting deadlines and incorporate your own ideas in the design.
A good logo must possess specific key features. There must be an appropriate mix of photos, colour and text in the logo to make it visually attractive yet classy. It should be distinctive so that it can set the firm apart from the bunch of other brands in the market.
The logo design must be meaningful and in accordance with the essence of the business, so that the customers can instantly recognize what it represents. Moreover, it must have an evergreen quality so that you don't have to get a new logo designed after a short period of time.
It is hard to assess the effectiveness of logo design. The new logo may take months to gain acceptance and recognition among consumers, so any increase in revenues of goods or market share, that is, its impact will be realised only after that.
But this does not mean that you can never know if the new logo will click with consumers. You can rely on market research to find out how the consumers will react to the new logo design. A popular and very efficacious way of doing this is to make use of a test market.
In this method, you can display the new logo to customers comprising a small group from the entire market, and then go on to investigate and analyse their reaction to it. You would not have to wait too long for customers to start identifying with your new logo if you publicize and promote it aggressively in the test market.
Then you can study and examine what apparent effects your experiment has had on the sales of your products in the test market and on the overall perception of your company in that specific area. If all the results are positive, you know that your logo design exercise has been successful.
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