IMPACT Inbound Marketing Agency]
Services
TAYA

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.

HubSpot

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

[NEW] The Endless Customers Podcast is now available everywhere. Learn how to earn trust & win more customers in the age of AI. Listen Now Listen Now

Free: Assessment Does your website build trust with buyers and bring in revenue?

Close Bottom Left Popup Offer

Free: Assessment

Does your website build trust with buyers and bring in revenue?
Take this free 6 question assessment and learn how your website can start living up to its potential.
Marcella Jalbert

By Marcella Jalbert

May 4, 2019

Topics:

Web Design Infographics
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Thanks, stay tuned for our upcoming edition.
Web Design  |   Infographics

What Logo Styles Do Consumers Trust Most? [Infographic]

Marcella Jalbert

By Marcella Jalbert

May 4, 2019

What Logo Styles Do Consumers Trust Most? [Infographic]

A trusted logo is a key part of every brand, but what makes a logo trustworthy?

Venngage and SurveyMonkey teamed up to do some of the hard work for us.

By surveying over 1000 adults in the US, they were able to compile a series of data on how people responded to different logos and colors in six different industries: jewelry, retail, financial services, law firm, news/media, and technology.

In this study, viewers were presented with six variations of each logo and asked to pick the logo style that felt most trustworthy.

Users were also surveyed on top words to describe the logos for each industry, as well as most trusted color schemes for each industry.


Do Different Genders React Differently?

The results for these particular industries showed no difference in preference between men and women.

“The results may differ if we were to test brands marketed towards a specific gender (such as beauty products) where people have an expectation of what design choices indicate a feminine vs. masculine product,” says McGuire.

Do Different Ages React Differently?

The study found that generally different age groups react similarly to logo styles.

The only clear differentiator being the financial and news industries where consumers aged 60 and older gravitated toward logo styles and color schemes that were similar to well-renowned logos within that industry.

Is There a Trust Bias?

When looking at color schemes viewers, most often selected color schemes that were popular to that industry.

McGuire writes, “...there’s a potential lesson here: people may be inclined to trust logos with color schemes that resemble of logos they have seen in the same industry.”

“I want to stand out.”

When working on logo redesign projects I often hear, “I want my logo to be different” or “I want my logo to stand out from the competition.”

As it turns out, this may not be such a good thing. Differing from the broad trends of the industry might actually make your brand appear LESS trustworthy.

When reviewing financial and news media logos consumers, for example, age 60+ preferred color schemes that included red and blue, which are familiar to long standing brands (like CNN, Fox News, and Bank of America) that already have a high level of established trust.

Something to consider before you commit to your logo overhaul...

Is attempting to break the mold of the industry with your logo worth the risk of losing the consumers trust in your brand?

If brands like Gap and Yahoo can end up in a media fiasco over a logo redesign gone wrong, I certainly don’t think it’s worth the risk.

This Is Just The Tip of the Iceberg...

Check out the summary of the survey below and to see the full study including mini-infographics for each industry, head over to the full post on the Venngage.

 

REV_LogoSurvey_Infographic-1

Free: Assessment

Does your website build trust with buyers and bring in revenue?
Take this free 6 question assessment and learn how your website can start living up to its potential.