You want a great business logo for a lot of reasons. It solidifies your status as a real business. It looks incredible on your business card and even better on your website.

It gives an outward “face” to your organization, something to put on letterheads and LinkedIn pages. It is the first thing that customers see when they start their experience on your website. You hope it becomes the first thing they see when they think about solutions to a certain problem as well.

But there’s one reason people tend to forget when delving for that perfect logo. One of the biggest reasons they go into business in the first place.

A great logo can ramp up your sales like none other.

Not to say that people will rush to their computers and buy your brand simply because you have a pink alligator dancing a jig with a bowler’s hat for your logo. But the truth is that the power of our visual and emotional components of our brain has an incredible influence on how see perceive and feel things. GIven the right combination of attributes in a logo and you can see your sales numbers boom as a result.

So how do you achieve this boom in revenue flow? Your logo needs to satisfy three critical components.

Enhance potential customers’ first impression of your brand

The time honored expression of never having a second chance to make a first impression is spot on here. If the customer has heard about your product, read about it, seen it on TV, or had an Internet interaction with it, they’re going to come looking for more info and that’s when they’ll find your logo for the first time.    

If the logo is disturbing, depressing, annoying, irritating, or disgusting in any possible way, you’re going to lose the customer right ten and then and there. Is that fair? No, but that’s not how the business world works.

No matter how big and successful your brand or your particular product are, if the logo comes across as negative, the customer will register it as such and never even consider making a purchase from you.

And the flip side is almost nearly as true. When customers see logos that fill them with energy and excitement, it ramps up their cycle through the customer journey. They’re intrigued by the logo and want to learn more about the brand. That’s why Mattel sells its Barbie dolls in bright pink packages – what girl – old or young – wouldn’t want to know about a toy that comes in such brilliant shipping styles?

They use color to invoke trust and security

You might want a slick Ford Mustang to go tearing down the empty stretches of highway out past your home, but you want a car company you can trust based on its track record, terms of service, and history. Ford’s comforting blue logo projects ideas of stability and reliability, as a company with more than 100 years should. That sense of fair practices without much scandal as well as the iconic viewpoint of Ford as a real pioneer of the automotive industry goes a long way.

They stand out in a crowd

Case in point, there are a million computer companies out there, but Apples stands out instantly from all of them with its unique shape, non-technical icon, and the array of colors it has embodied over the year. It is the most delicate balance to undertake when creating something new. It has to be instantly recognizable by people everywhere, unique so it’s not confused with anything else, yet still representative of the industry you’re working in. Nike’s swoosh is another great example here. All other footwear products have their own symbols, but nothing is as well known the world over. This and the Apple logo are both great examples of how a simple logo can often be the way to go. But finding that simple design can often be a great trial if done in-house. That’s why many businesses seek logo design services from a third-party vendor that has the experience and the expertise to find that winning combination.