More appearance than reality? Best both!

Anyone who observes the global financial markets will have noticed on more than one occasion that not everything that looks good is actually substantial. In fact, it happens quite often that companies or other investment opportunities are portrayed in the brightest of colours, but on closer inspection it is then often just old wine in new wineskins, as the saying goes.

More appearance than reality? Best both!

Anyone who observes the global financial markets will have noticed on more than one occasion that not everything that looks good is actually substantial. In fact, it happens quite often that companies or other investment opportunities are portrayed in the brightest of colours, but on closer inspection it is then often just old wine in new wineskins, as the saying goes. But that doesn't mean you shouldn't do some advertising for yourself if you really have something to offer. On the contrary: A convincing external presentation is one of the most important steps on the road to success. This applies to the really big names as well as to startups and small companies with big ideas.

Making an impression with colours and shapesMany

companies use a visual language that primarily unfolds its effect subconsciously.

We are talking about corporate logos that are only seemingly random or purely nostalgic. While it is true that many trademarks used today do indeed have a historical origin, they too have often been adapted over time in a barely noticeable way. Such adaptations happen because logos are meant to have an effect on the viewer. For example, they symbolise dynamism or a sense of tradition, reliability or innovative spirit. Logos take advantage of the fact that certain shapes or colours trigger associations in people. We consumers hardly notice the logos, at most as a distinctive mark of a brand, but in fact whole armies of communication experts, graphic artists and designers are engaged in assigning exactly the desired symbolism to a company logo.

If you only run a smaller business or simply want to assign a consistent symbol to your own offering for identification, you can also find logo makers online with which you can experiment and get creative yourself.

What's behind it?

So, as with all things in life, it pays to look closely. Do we trust an offer only because the company's logo is so well-known? Or do we assign certain attributes to a product because the supplier's design and visual language tempt us to do so? The phenomenon of the beautiful cover can be observed particularly well with electronic products. If you take a look at the brand products in the electronics market, you will discover a largely uniform design language and even the company logos are sometimes strikingly similar. The color silver appears very often. It provides a noble touch, stands for a certain value, but at the same time also for a younger, more agile effect than gold, for example. The lettering often consists of capital letters, the font shows clear lines and quite wide letters that appear proud and powerful.

One will look in vain for a squiggly font in this setting. To the viewer, this choice of logos and lettering suggests that these are high quality, modern, forward thinking, dynamic products to be proudly displayed. The pricing policy of the brand manufacturers complements this impression; of course, with such a brand statement it must not be too cheap. But is the product really worth these increased prices? Or are we just being seduced by the manufacturers' marketing and design departments into believing just that? In fact, comparative tests have already shown more than once that no-name products can be just as good - which in turn often even manage without a company logo at all.