at "First Glance",
The Logo and Home Page Credibility Requirement
How Does a Graphic Designer Create
a Credibility-based Logo Designsm?
Credibility-based logo design philosophy first
requires a designer to symbolize the company business as
mentioned in the previous section. This says the company
is an expert in that business. For example let's
use Joe's Shoe Repair. This would be a typical shoe repair
shop with a sign hanging on the store front with a simple
"shoe" symbol and the identifying text, "Joe's
Next, credibility-based logo design philosophy requires
a designer to give the "shoe" symbol a design character
in a way that characterizes Joe's Shoe Repair ---- how Joe
operates. This non-verbally communicates the business character
in a trustworthy design motif. There are an infinite
variety ways Joe's trust can be communicated, but the trust
chosen must represent how Joe operates in reality. Joe could
show that he has modern shoe repair equipment and a Gucci
environment, which would require a contemporary
and classy "shoe" design treatment.
But this is not Joe. In reality Joe does shoe repair the
old style hand crafted way, which would be a dated
or retro period design with friendly and
quality overtones. The objective is to make Joe
look trustworthy with traits that define the most
descriptive nature of Joe's shoe repair shop which in this
example is "experienced,” "professional,"
"quality work," and "friendly."
As credibility based logo for Joe's Shoe Repair, the "design
brief" would require the logo to communicate: expertise
= "shoe repair" + trustworthy = "experience",
"professional", "quality" and "friendly".
This credibility trait logo description would produce a
logo design of a shoe with professional, dated, friendly
and quality overtones. It must be simple and have
high impact as a sign on Joe's shop. This is a credibility-based
logo design. The same logo must appear on all areas
of public contact. Joe's work apron is a good example.
This approach also demonstrates that if a logo design can
be described verbally after it is designed as so
many graphic designers and company businesses do, it can
also be described before it is designed.
A Credibility-Based Logo Design
My online logo design company, Powerlogos Design, designed
a logo for Housen Painting. My client, Tom Housen, is a
small business house painter outside of New York City.
We started with symbolizing Tom's basic business
--- house painting --- which is his company’s area
of expertise. Then, we added design forms which
would express Tom's desired trustworthy traits
of "highly efficient work" and "clean."
This is also how Tom operates in reality.
The credibility traits then which make up our "design
brief" are: expert = house painter + trustworthy
= highly efficient work and clean = credibility-based
logo design. Here are the early progressions incorporating
the desired credibility traits leading to the final design:
Finally, the credibility traits come together.
This is where the expertise symbol couples with trustworthy
traits to become a great, credibility-based logo design
as shown here in the final design solution. The logo is
also strong, unique, communicates with simplicity and with
high impact. This is basic to all logo design. But combined
with a company's credibility traits, a great logo appears.
The Housen Painting logo communicates specific credibility
traits defined above. All companies have different credibility
traits. An airline like Continental communicates expertise
traits of "flying" and trustworthy traits of “highly
tech”, "friendly" and “state-of-the-art.”
In contrast, an antique shop might want to communicate
expertise traits of being in the "antique business"
and trustworthy traits of, “been around a long time”
and “neighborly." Credibility traits are also
true in substance for the company. Meaning that the company
"walks the talk."
The same credibility traits must be perceived in the overall
design of the company's home page. The first page a visitor
sees. This is easily done after the credibility-based logo
design is adopted. The home page continues the design motifs
define by the company's trustworthy traits. It would be
incongruous to have a logo design communicating one image
and the home page communicating another.
Consistency in specific company credibility trait
visual communication and perception is the key word here.
Powerlogos Design "First Glance"
Powerlogos Design creates credibility-based logo
and matching home page design, and utilizes proprietary
research methodology to determine the optimum success rate
before a new logo or home page is launched. We
are creative based with web analytics methodology for Landing
Page Optimization or Online Business Optimization.
We are at the beginning of the conversion optimization process. All
do work in content optimization using multi-variant algorithms
testing best combinations of content.
After "first glance", your company continues
with a variety of credibility elements all working together
to make the website credible, such as the company addresses
and phone number. Other examples might be management staff
bios, frequently up-dated content, avoiding too many ads,
keeping self promotion at a minimum and avoiding errors
of all types no matter how big or small.
After "first glance", your visitor decides whether
or not the material and the copy text are of interest. This
is where visitors scan your website to evaluate non-design
aspects to determine if the site itself is useful. Various
technical aspects such as ease of navigation happen. Hopefully
this phase after "first glance" will convert visitors
to take action as customers.
There are several website optimization companies the measure
the way website users behave online. These companies measure
the performance and efficiency of "marketing and sales
initiatives and other business processes." Measurement
is content or behavioral analytics.
A new specialty is behavioral targeting. These companies
build a profile for each site visitor and use this information
in real-time to trigger relevant offers and promotions specific
to a target market. Website traffic then is specifically
directed to these visitors.
© William L. Haig, Ph.D. or Bill Haig, Ph.D. 2007
This is an original work of the author. All rights reserved. Copyright registration will be applied for. No part of this article may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical photocopying, and recording or otherwise, without prior written permission of the author.