The logo which includes the combination of text and visual design features is a descriptive one. It communicates the audience about what brand is and what it is offering. Example of descriptive logos includes the Burger King which involves two buns of hamburger and a word “burger”. Another example is New York Islanders which have an ice hockey and puck in its emblem.
On the contrary, the non-descriptive logos consist of features and characteristics that are not indicative of nature of the product or service the brand offers, example includes, McDonald’s and Minnesota Wild, a sports franchise.
In the article we are going to discuss this topic in detail.
The supremacy of descriptive logo:
Detailed research revealed that people can process descriptive logos more easily and what the emblem offers to them. Expressive ones also appears more authentic in front of viewers, positively affect the customer’s evaluation regarding brands, increases the number of potential customers and hence boost the sales of the corporation.
Expressive logos have more effect on sales rather than non-expressive ones, it was found out as a result of a study that was carried out by splitting emblems into two groups. The first, descriptive logos, show what a corporation is doing by its imagery and the second, non-descriptive one which is abstract.
It gathered the responses from the people of both groups when they evaluated logos on their validity and obligation. It came up with the result that people in the group who were assigned expressive one found the business more valuable and authentic, than those exposed to non-expressive one.
Expressive logos are more likely to enhance brand functioning:
In comparison to those emblems that lacks expressive element, people who buy logo design with descriptive nature can positively influence customer brand assessments, actively increase the ability of customers to purchase from them, and substantially increase the net profits of their brands.
Typically, expressive emblems are more explicit in their message. The audience can infer that there is much to do with animals in the panda emblem of the World Wildlife Fund. Similarly, Spotify’s symbol denotes sound waves with three angled stripes. Rapidly, as a customer knows that it’s a music listening site, which makes sense.
Better identification of a brand means that clients are more likely to buy from it. That’s why, the researchers say, descriptiveness makes a logo look more realistic and individuals are more likely to purchase from it in exchange.
Not all logos are descriptive, why?
The importance of expressive logos declines for huge businesses. According to the report, since huge brands are already well established, for example, golden arches of McDonald’s, they do not need to be dependent on their logo to attract new customers.
On the other hand, for unfamiliar, smaller firms, expressive logos perform well because they define their identities as trustworthy, even for customers who have never heard of them.
Furthermore, there is also one bad aspect associated with expressive logos, which is in the case when a business deals with unattractive items or facilities, such as a funeral home or insect repellent.
Businesses need to think deeply about their emblems to be successful. Descriptive emblems are good to choose, but if you are planning to buy logo for your new fumigation business, keep in mind the negative aspect of it too.