A logo is the strongest symbol of a brand. It’s what consumers stop at when scanning the shelves, trying to choose between 20 seemingly similar products. These signs and symbols helps people to make decisions faster, and it helps people to feel like they made the right purchasing decision.

That means the colors, shapes, and fonts you choose for your client’s brand image are essential to not only making them recognizable but also creating a sense or trust or authority or affordability or even excitement — whatever emotions the company wants to be associated with.

Colorfast created the below infographic to detailing how influential color, font, and shape choice is when crafting a logo. Learn the science behind how we interpret these small symbols: