So it turns out we've been getting logos wrong this whole time

Descriptive logos
(Image credit: Business Insider)

We've seen a ton of new logos this year, and it's fair to say most have taken a minimalist (read: flat) design approach. But perhaps brands would do well to revisit a study which revealed that if they want a logo that encourages potential customers to buy from them, they're better off using a descriptive logo. Many of the best logos in some way portray what the brand sells, and it seems potential customers actually prefer this approach as opposed to abstract or minimalist designs. 

The study, originally published in the Journal of Marketing Research in 2019, argues that a descriptive logo is more successful as it creates trust. Research professors from Canada, England, and France examined 597 logos with the help of 2,000 participants to discover that "logo descriptiveness can positively affect impressions of authenticity and, in turn, purchase intentions".

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.