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Defining psychology in the logo design process
Before proceeding any further we must take a step back and understand the precise meaning of “psychology” in the logo design process.
Bearing that in mind during the design process, will help you gain at least to some level, control of what this extra meaning is going to be. Essentially, what you need to remember is that every attribute that allows creation of additional meaning, can be used to create meaning, and will eventually — whether you intend it or not — be used to create meaning.
Here’s a curious fact that helps a lot to understand what I’m talking about: The term “logo” derives from the Greek word “logos”, which literally means “word”. So when you’re designing a logo, think in these terms, you are actually creating a visual “word” that will be used by people to identify the business for whom you are creating the logo.
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