Why is it important to evoke feelings in your branding?

Understanding the importance of evoking emotions in branding is crucial for creating impactful and successful brand experiences. Emotions play the most significant role in the decision-making process, and it is in the limbic system of the brain where these emotions and purchasing decisions are closely linked. What the heck does that mean?

These are the colours I am seeing outside my studio windows at the moment. For me, it is the time for lattes, scarves, stormclouds, mountain walks and thirsty fields of dried grass. In our local Gariwerd Aboriginal calendar, it is honey bee season (Gwangal Moronn), noted for warm, still days, cool mornings, bright red sunrises and golden evenings. One of my happy places in my job is colour palette work. There is so much interest and beauty in colour, but also a HUGE amount of psychology and strategy in choosing the right palettes for my branding clients.

Whether you are planning on hiring me, another professional designer, or even tackling your logo yourself, here are a few key points that every successful logo must have. Your logo needs to tick all these boxes: ✔️ It must be simple, uncluttered and easy to understand. Your logo is not the time to include all of your business offerings. (Your other brand touchpoints are for that). ✔️ Your logo needs to be easily identifiable and understandable in a singular moment. It must be aligned to your customers, industry, and business vision. A logo needs to – first and foremost – reach your customers. We try to focus on those amazing, perfect potential customers and clients and design for them. It should also reflect the culture, vision and mission of your business.