4. CLOSURE
People complete the visual organization in a predictable way. Designers exploit this to simplify the logo. The viewer will fill in details, so the logo can exclude usually important elements, like a face, hands, or others.
5. CONTINUITY
Paths, directions and shapes are more easily perceived as being continuous. Continuity can direct viewer’s visual path over
imagery. As shown on the logos above, the Water Drop logo lead us to focus on the big W first, then move down to the water drop under it. While on the CityCliq, it lead us from seeing the logo as a city then continues showing as a hand cursor.
Once a designer understand what visual perception will the logo achieved by the audience, there are bigger chances that the logo they have designed is a strong, unique and appropriate identity. To support this, there must be an excellent communication between the logo designer and his client which will help both side to achieve a successful logo when:
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- It express the company’s character or attitude,
- It allows the immediate recognition of the company,
- It conveys a feeling of familiarity and credibility,
- It becomes a guarantee marker.
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Conclusion
To achieve a strong and appropriate identity of a company, a basic aspect that logo designers need to fully understand is the visual perception and the Gestalt law. In addition to support it to be a successful one, both logo designers and his client must incorporate a good communication.
What’s your opinion of visual perception on logo design? Feel free to let us know your thoughts on the comment section.
[box type=”info”]This post was originally for Freelance Logo blog guest author post, however due to the unavailability of the blog access, I’m reposting this to be shared to others.[/box]