VijayWeb.com

Can you read the logo?

And this one….

Today morning I got an email on something that has a link to the site for this brand.  And when I visited obviously as any user I tend to look at the logo to see what the company and was shocked. I can’t read what the logo is and I immediately called 3 of my colleagues and asked them to read what it is… and people are reading it like Dcigo, DDGO etc.,  I don’t know if that is the case with you too.  Post in comments what you feel.  This seem to be a travel brand ixigo which invested good amount of money and resources, nothing to blame but something to learn.  I apologize if there are any other marketing reasons behind it but I or the test users can’t read it.

In the field of usability it is often said and proven that 95% design problems can be found with only 10 users. Those 10 Users are not the people who sit next to your design team but actual users.

OK, now is another test which was asked to me when I was attending usability classes. Go back to the FedEX logo on the above and let me know if you find anything else.  You might if you have already known and if you are not you would be knowing after I said what it is.  And next time you see the FedEx you will spot it that and you will not miss.

That’s what happened I guess with the logo I had shown above. When the people design a logo or saw the logo before and know what it is, people can read it next time.  We, designers  get excited about our creativity but users appreciate creativity after they are happy with the usability.

Honestly now I can read the logo as iXigo after I knew and happened the same with the test users I chose.  This is all cognitive psychology of the people which designers are not generally deal with. So the best choice is to select different users to test your design.

The bottom line is “Design your logo for easy to read, remember, recall and represents your brand“.  When you have that kind of logo there are plenty of marketing benefits for the organization.  In other words, a small effort can cause a huge marketing benefits.

I proudly belong to the Design Community and thought it is a valuable post to share.  By the way, in Fedex logo there is an arrow -> between the letter “e” and the letter “x”

You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.