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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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.