IS THERE A “SCIENCE” to logo design? Yes.
Logos play an important psychological role in influencing design making, especially when time is short. It takes only 400 milliseconds for the brain to recognize a logo and trigger a response, based on our preferences and previous experiences with the brand. Those brands we like stir activity in the area of the brain associated with positive emotions and self esteem.
Neuroscientists have been researching how the brain recognizes and perceives logos and the impact they have on consumer behavior. Some of those findings are noted in the following infographic, created by Logomaker.