The psychology of design is probably the least understood, but most important, element in the design process. A lot of business owners choose graphic design images based on their personal preferences, or those of their staff. Some might even use what they consider “market research” by asking their peers or employees what they like. Although these are all very simple and may get you a beautiful, striking design, chances are it will not convey your message at all. Worse yet, it may convey the wrong message entirely.

Take a look at Coca-Cola and their overall look. The name Coke is strong and fluid, which accurately depicts a strong…er…fluid. The colors are also bold with the red, white and silver. Diet Coke depicts “diet” in cursive, slim lines, which again is right in line with the image they want to project. Nike is another great example with its checkmark logo, denoting continuous upward motion, and the underlying meaning of “choosing” the brand. The tagline of “Just do it” also conveys the same simple message, and leaves room for no excuses, or breaks, as the logo shows. The design psychology used in both the instance of Coke and Nike is to associate strength and fluidity with their product. I believe they are right on the money.

If you have ever been to a psychologist, counselor, psychotherapist, or other mind guru, then you know one of the first things that they ask you is “How does that make you feel?”. Congruently, when creating the perfect graphic design, the designer will want to know a similar thing “How do you want your potential customer to feel?” with regard to your image. Think about it: When was the last time you saw an investment firm with a pink, curly Q logo? Or a hospital with a knife in it’s logo? Unless it’s a bad joke, you won’t, because the message or feeling conveyed by the design is psychologically out of sync, and simply doesn’t feel right.

So there you have it. A simple, straightforward reason for getting exactly the right graphic design elements. Now, grab your Coke, don your Nike’s, and let’s take a look in the next section at how you can find yours…