psychology is a huge part of graphic design yet
most designers don't even understand or know this today's graphic design course will show
you exactly why it's so important and how to utilize it on your designs so would you say let's
kick things off with the one rest off effect and also how to leverage it on your designs for
more effective and Visually appealing designs also there might even be a big Downfall with the
Von rest of effects which we're going to explore later in today's video no
w some quick background
information on the van rest up effect also known as the isolation effect this states that when
multiple different objects are shown the one object that differs from the rest is most likely
to be remembered there are various different ways to actually utilize the one rest of effect
on your designs and we're going to explore pretty much every single angle and use this
psychological theory on your graphic designs so how does a psychological theory from 1933
migrate int
o the graphic design world and why is it useful so firstly something that utilizes the
one rust of effect is the use of call to actions and these are mainly used in ux and UI design
but also in print design as well now using the isolation effect ensures that the call to action
looks different from different action buttons on a website or an application as an example we want
the users to be able to see the difference between a simple action button and then a call to action
button tapping int
o a person's subconscience in this manner allows you to steer the viewer's
attention and navigation on a website design but also other types of design too most viewers
are not going to be aware they're actually being steered into a specific Direction vehicle to
actions but we are human beings and this kind of design Theory plays right into our instinctive
hardware and conditioning this is why knowing about psychological patterns is so crucial in
graphic design and as a graphic designer you'
re ultimately controlling the emotional responses
and intuition of the viewer with psychology so one prime example of call to actions being
used utilizing the van rest off effect is the pricing page on a website now you've probably seen
them before right and this technique draws the attention of the viewer towards the most popular
price and that's likely the most profitable option to the website owner the fact that the price here
is highlighted with a blue outline as well as the entire pric
e box being enlarger ensures that
it's not only remembered by the viewer but it seems more appealing and more suggestible we're
now going to see more useful applications and examples of the Von restov effect and also the
downfall that you might experience in using it with the lists people often remember
the first couple of items and then also the last few items on our list and
they kind of forget the middle entries so if you want the middle entries to stand out
on your list you can use the
Von rest of effect to make it more memorable it's not only used by
marketing teams to steer customers and persuade them to commit to a purchase as a designer you
want to make your Design Elements look like they belong together and tell a consistent visual story
but you also want to Delight your audience for putting in a few surprises and twists and turns
these creative tweaks can actually prevent boredom to the viewer and actually render your designs
that much more memorable you can make a
specific section of text larger and Bolder or simply just
different compared to other examples of text there are many small and discrete editions that
you can make on your designs that utilize the vulnerostoff effect and these can actually
help to boost your designs to the next level so the Von rest stop effect is mainly used in
advertising UI ux design but it can be used in such things as branding too now one example would
be to look at the sect of business of the brand and notice the col
or schemes that other companies
use in that sector of business then what you would do is you would go against this color Trend
as a means to stand out in that Niche sector however the color scheme that you use should
still work for the specific industry or business that you're designing for there is one very
good example of this being used in real time and that is with Snapchat because social media
icons or logos tend to be blue in color or for the Lesser option red however Snapchat took on
a bold move and they utilize a really imposing yellow for their logo and branding mentally
speaking I'm sure as soon as you hear or read the word Snapchat you probably have a yellow color
appear in your thoughts somewhere along the lines if Snapchat was blue it might actually
just sink into a sea of numerous other social media platforms within the mind
of the consumer and thus become lost so as you can see here the one rest of effect is
actually being utilized in branding to really get in
to the minds of the consumer and the masses now
I did mention earlier the Von Ross of effects does have a downfall and it needs to be used with
caution and also with wisdom when applying it to your designs and the problem is that using
the isolation effects you do SAP the viewer's attention span onto one pinpointed area depending
on how blatant and how obvious the contrast is this can potentially harm the overall execution
of a design if Vital Information is not taken in by the viewer and t
hat's because they might
be too focused in one area of the design due to the effect people and viewers often have a
very short attention span sometimes as little as just a few seconds so I do suggest using
this as just one tool in a potential toolkit okay firstly let's look at a circular shape now
these tend to generate a positive response within the emotional centers of the brain when a viewer
is looking at a design when people see a circular shape within a logo they often subconsciously
relate it to community friendship or even love the Olympics logo is a prime example of this because
it's the coming together of different groups of people into one unity and now I don't mean this
design here it's probably theirs that we don't talk about this one yeah that isn't to say that
every single logo that uses a circle is trying to evoke a sense of Love or Unity circles can also
show Perfection and also are quite attention seeking in nature now moving into a slight
variation of the c
ircle we have the oval shape which can suggest a sturdiness it also kind of
takes endurance and stability which is why a lot of car companies like Ford Kia and so on actually
use it for the logos you've probably noticed that many car companies utilize this shape and that's
simply because it does feel so sturdy and stable now there was a study back in 2015 that cited 50
top brands of the time and also their logo designs of which 20 utilize a circle as a main focus of
their logo design and so
if you want to invoke a sense of togetherness to Unity love or maybe
Perfection on your logo you can experiment with circles because subconsciously this probably
will work for your specific type of audience now the use of squares and rectangles on a logo
or a design in general creates the perception of power and strength now if you take a look at the
Adidas logo you can see connotations of power and strength which is so fitting when you think about
sports brand because the consumer can buy
into the notion that they're actually achieving such
States within their performance and their bodies they might think they're simply achieving this by
adhering to the brand as a consumer pretty crazy shapes and straight edge lines found in
squares rectangles and triangles do suggest professionalism but also efficiency and stability
all appealing to the left part of the brain of an audience they create a balance of practicality and
combined with the colors like red or blue they can evoke a
perception of dynamic modernism now often
Financial Brands such as Banks and real estate agencies will utilize this in a huge huge way
just take a look at Barclays and Chase the design really does Define stability and practicality
vertical lines impact the Mind by creating a subconscious association with strength masculinity
and also energy the SoundCloud logo uses vertical lines and yes they do represent audio Soundbars
however match with the color orange which is a great energetic and po
sitive color psychologically
speaking the overall feel of the logo actually ends up being very high energy if the lines were
horizontal however the logo would now give off a very different emotional response to the audience
that's because horizontal lines tend to create a sense of calmness and Zen Tranquility they
project a natural sense of balance that can actually be used to influence audiences when
used in logo design horizontal lines can help make your audience feel protected and settle
d
and a great example of this is the IBM logo it also uses blue which connotates very strong
sense of calmness and Tranquility in of itself diagonal lines represent the feeling of energy
and dynamic movement but yeah again also I draw your attention back to the Adidas logo because the
lines here are kind of on a slant and this gives the impression of motion and speed something
very strongly linked to sports and Athletics and so as you can see these small psychological
tricks are there out
in the open to be seen and they do resonate with most people in an audience
if they realize it or not but lastly curved lines have a more of a feminine reaction suggesting
happiness and generosity and a sense of Rhythm they're more free-flowing and they do evoke a
sense of pleasure too and if they're used together with angle Alliance they can represent Innovation
such as seen in the Nike Swoosh so that's all well and good but how do you and I actually use
this information on our designs and
on our logos before designing a logo for your client write
down the list of words and feelings that the logo should actually convey this is why I so heavily
personally research phase of a logo design because it's really really essential you need to know the
client inside out and also the audience inside out but once you do have a list of feelings and words
associated with a Brand's message you're then going to be able to look how to match up not only
shapes in your logo design but also col
ors and typefaces too it is a process and the logo design
should be super relevant to the brand the audience to maximize its Effectiveness one of the ways I
like to tap into my audience's mind is to actually use the right tools on client projects and one
of those tools is ready mag ready-mag allows you the designer to make unique client websites
with no code at all and in a matter of just a few hours now you don't even need to download it
because it just works straight from your browser som
e great use case examples of ready mag are
websites for clients landing pages editorials or even presentations to perfect your pitches
it's highly intuitive as well with an easy to use drag and drop methodology collaborating is
also really easy to do with ready mag there's the layout locked feature where a client
or a colleague can do things like update text without disrupting the website's layout this
new permission level allows copywriters marketers business owners and other non-designers
to safely
make changes in ready mag and also really mad comes with some really useful presets these things
are essentially customized compositions of widgets and animations there really will help you build
up essential parts of your websites generate creative routines and keep your audience engaged
there are eight categories of presets there are animated widgets there are headers Footers pop-ups
shots slideshows buttons and forms they are highly tweakable as well and you can actually use p
reset
so you can tweak them to great detail now you can try radiomag right now and it's free to sign
up to the free plan without any use of a credit card ready mag offers a wide variety of flexible
plans and you can pay the price depending on the number of projects you want to actually create
and what features you want to use now you can use my referral link which is in the description
box of the video and you're going to get a sweet special discount on your first purchase the
discount app
lies to all plans or ready bags so yeah check out that link down below and start
using radio mag on your client projects today orange is an invigorating playful color and it's
one that will make your logo stand out from the crowd and it's often used to represent
a positive change or action and energy red is the universal sign for
excitement of passion but also anger now like orange it will stand out from the
crowd but it can be seen as a negative kind of connotation in some cases it's a col
or to
be used cautiously and don't worry we're going to look at things in Greater detail later in the
video this is just a quick rundown of the colors if you want to interject a thoughtful cheerful
and energetic emotion into your brand or your logo yellow might be the way to go and again this
color is very loud green is very straightforward because it represents nature growth health and
it can be used in almost any sector of business blue symbolizes trustworthiness and
maturity now you sho
uld be using blue if your brand wants to be taken seriously
it's also a color that can be quite calming now purple is feminine but it also expresses
luxury and is often the color linked back to royalty so in shorts It's a pretty
sophisticated and feminine color in Western Society nothing says girly like pink
does but it is a lot more versatile than that a knife pink is a more vibrant neon version of its
color then this kind of represents energy and a more modern emotion Browns will often ma
ke your
logo appear rugged masculine and also serious in nature but Browns are rarely seen in logo design
black can be slick and it's a modern and luxurious color to use on the logo and it's often used for
high-end brands so that's all well and goods but how can you determine the right color for your
logo and should you even follow these conventions well firstly you should return to the data and
the research that you have on your clients brand generating keywords linked to your brand
is es
sential to the color that you choose understand the brand and also the typical customer
of that brand and then you can Target them with the right colors let's look at a famous example
and that would be Cadbury The Chocolate Company a recent studies show that 78 of people who heard
about Cadbury on Facebook were in fact female knowing this tiny bit of information is so
so powerful because what color does Cadbury predominantly use in their branding we step
back to the color psychology color t
heory purple represents luxury sophistication and even
royalty but crucially it's a very feminine color so The Branding of Cadbury would appeal more
to females which is great considering what percentage of people who engage with a brand
are female but it goes even further than that in the minds of the consumer the use of
purple elevates the concept of Cadbury as a brand to Heights of sophistication class
and even royalty Cadbury didn't just randomly choose purple it was of course a very wel
l
thought out and targeted choice and this is how you should approach Your Design projects
by targeting people with irrelevant choices just remember that research is King but then
the question arises should you stick to just one color now me personally as a logo designer I
rarely use more than one or two colors on a logo if you are a beginner then yes it is always safe
and an easy bet to stick to just one or maybe two colors but then what about Google or even
Microsoft they have many color
s in their logos yes these logos for the most part do work however
the designer who uses many colors should know exactly what they're doing going with one color
is great for brand recognition and strength an example here would be Coca-Cola with their
red branding but using multiple colors might be a good idea to stand out from the crowd the
thing is it needs to be used in a well thought out manner which often goes wrong for novice or
beginner designers an example here would be the craft Reb
rand there is a lot wrong with this logo
but the overuse of color is one of those things now color can be used to stand up from a crowd
in the right way but again it needs to be thought out and planned if we take a look at social
media you will notice that many logos or apps do use the color blue so we have LinkedIn
Twitter Facebook behance Tumblr and so on but then we have some outliers and one of
those is Snapchat decided to go for yellow as their main branding color which for sure makes
them stand out of the crowd imagine if Snapchat Used Blue on their logo it probably would become
somewhat lost in a sea of social media branding so something else you need to keep in mind when
choosing colors for your logos is to understand where in the world your client is based
and also where the target market calls home now why is that important well because different
cultures will sometimes have different reactions to the same color whites in the West's kind of
resemble pure and a clea
n design whereas in parts of Asia it can represent death so again this
comes down to research and just data Gathering we're going to look at these six different
parts of the Gestalt Theory but it's important to remember that each part is
different but they do form themselves around a single base theory that the human brain
subconsciously functions in a very specific way the first part of a Gestalt Theory we're going to
look at is continuation take a look at this Adidas poster with the baske
tball player notice how the
basketball frame arches over to the player itself the eye naturally follows his path but then here's
an American football example and you can see the powder explosion has streaks pointing towards
the Adidas logo drawing the eye to that location Adidas made an entire series of posters exploring
and exploiting this part of the Gestalt Theory it also can be seen in logo design an example here
from Amazon that leads your eye from A to Z now if you want to control whe
re your audience looks
next then consider this area of Gestalt Theory you might ask yourself why is this important at all
well if you look back at the Adidas posters we can tell the designer actually thought beforehand how
the viewer is going to interact with the design itself he or she wanted the viewer to travel from
the American football player head over towards the tagline and then hopefully finish on the brand
logo itself so that they leave the design with the brand firmly in mind next
is figure and ground
but also closure is very similar so I'm going to put them together essentially this is the way your
brain subconsciously processes negative space it's why when you see the NBC logo you see the body of
a peacock and not just some random white space or how people can notice an arrow in the FedEx logo
this is the brain making sense of a collection of design elements and a clever designer can
hack their brain from the Viewpoint of figure and ground that is if they want to
communicate
something on their design that uses negative space it's a great way to add in kind of secret messages
or hidden meanings into your designs and it's something that when the viewer actually sees it
in a design they kind of feel accomplished and intelligent and also they think the design itself
is clever when they do find that kind of hidden meaning again this is on a completely subconscious
level thirdly we have symmetry and Order and before you think that this is something you
a
lready understand you might want to think again why is it important to consider Symmetry and
order on your design why is that even a thing well Gestalt principle says that a design
composition should not provide a sense of disorder or imbalance because then the viewer will
waste time trying to locate the missing element or fix the problem as opposed to actually
focusing on the message or the instruction a graphic design needs to deliver a message and if
the viewer is there trying to solve a
subconscious problem then your design has a problem order can
be as simple as making use of balance symmetrical or asymmetrical on this website UI we have the
main eye-catching element on the left and then the info on the right but also the content on the
right is balanced and split into different groups get start says a design should have good clear
form so your message doesn't make the viewer confused unless that is what you're trying to do
anyway but let's keep moving on to something el
se that helped my designs become Ultra organized and
Ultra effective take a look at this app UI layout notice how in a large Blue Square on the left
we have three similar size squares of the same color then below that we have profile pictures
of the same size circles and we can see other examples of this on the right this is the Gestalt
principle of similarity when you mix objects with a high degrees of similarity to each other the
brain then devotes time and energy to creating a link betwe
en the similar objects so then it can
understand their relationship with each other anger starts similar elements are visually grouped
regardless of their proximity to each other they can be grouped by color shape or size you will
begin to notice this everywhere you look as you can see on this website design with the red icons
below use this principle when you want the viewer to link objects together with a relationship even
though they are spread out across your design and as you might hav
e noticed by now the
Gestalt theory is a collection of theories and principles unified into one single Theory
but it's really important to remember also that these theories have a core principle and that is
the human brain subconsciously interprets visual stimuli in a very specific way that designers
can make use of something that you might know about that gestaltic theory talks about is
proximity again this goes back to how our brains process visual stimuli if you want to take
your design
s to the next level then think about how your audience's minds actually interact with
your work and proximity says that objects that are grouped together in close proximity share
the same relationship despite their appearance the best example of this can be seen in UI
layouts this website has a group on the left with the title body text and the call to action
button below that a separate group and then on the right another separate group the navigation bar
at the very top is also its own gr
oup now you want to place objects in close proximity that share
relationships together the viewer reads the body texts and then possibly they want to learn more so
they see the button just below that they can click as textbook Gestalt hacking your brain and
as you can see Gestalt Theory talks about various different design principles but they're
encompassed with the idea that the human brain subconsciously does certain things and designers
can take advantage of those certain things when cho
osing fonts always think about the way
they appear and how it fits into the message of your design and the style of the entire design
as a whole the way your font looks and appears will instantly cause a reaction subconsciously
in your viewer just by the style of the typeface ask yourself do you want to shock your audience
do you want them to feel comfortable or do you want them to smile and laugh you should
know these things and you want to keep them in mind when you're designing something
and selecting typography for your designs so going back to the emotional side of
things in terms of the psychology of typography you need to understand that each
font will have a personality some fonts are funny and playful some are serious and quiet
and others can be really loud and obnoxious so study your typefaces visually and then you can
start to place them into your designs correctly when it comes to typography in the logo design
innocent smoothies are a perfect example of how a bra
nd utilizes typeface psychology into their
brand system they promote themselves as being a natural a green and a very healthy brand and for
the typeface they've chosen a very playful a very personal a very simple and effective typeface and
it just promotes that straightforward sense of goodness if you think about it this typeface
perfectly matches their logo and their brand statement in a world where the logo is often the
first point of contact you're going to have with an audience you cann
ot afford to miss out on
choosing the perfect fonts or typefaces for those logos understanding typography psychology
or basically the personality of fonts and how they interact with people is so so important they
can impact the audience's feelings in a big way and so you just really need to be very selective
and thoughtful when you're choosing your fonts this was a Satori Graphics compilation on
psychology and graphic design but if you want yet more in-depth courses just click a video on sc
reen
and until next time design your future today peace [Music]
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