Healthcare and medical businesses need to compete in a crowded market. Your customers are looking for high-quality service, the right level of experience and, perhaps most importantly, reassurance they are in safe hands. Your logo is an important part of your brand and needs to completely support these selling points. If you want to develop a new logo for your medical business, consider the five following design errors that could cost you dearly.
Inability to make the logo transferable
Modern clients expect your medical business to sit at the cutting edge of the market. This expectation means that you need to adapt to different technologies and customer needs, if you want to prove to customers you can offer a high-quality service.
As such, you need a logo you can transfer between media. The logo needs to work well on paper and electronically, and you cannot allow any loss of quality when users switch between desktop computers and mobile devices. A design element can look great on a tablet computer, but if you can't create the same impression on a sheet of paper, you've wasted your time. It's always a good plan to test your ideas before you commit yourself to a logo that has limitations.
Poor font choice
Font choice is a crucial element within any logo design, but many business owners fail to understand the association their customers may make with different fonts. In most cases, a potential client's interpretation of your font is not a conscious decision, so you need to become an amateur psychologist to understand your target customers.
A 2006 study by Wichita State University examined how 561 people perceived different fonts. For example, participants saw fonts like Arial and Cambria as stable and reliable, but they felt Courier New was more formal. Website designers now have to think carefully about the fonts they use, and it's important to take a similar approach when choosing a font for your logo.
Clumsy color combinations
It isn't always easy to know where to start when you choose colors for your logo. Clumsily choosing a color combination that 'looks nice' isn't a great strategy. Fortunately, plenty of qualified people have taken the time to research how to use color palettes effectively, so you need to do some research.
A 2011 experiment by the University of South Florida offers practical advice for logo designers, when choosing color palettes. The study found that people remember colors better when the palette is harmonious. For example, a yellow and green combination works well, but green, brown and red are disharmonious. Choose colors that help clients remember your brand from the moment they first see your logo, and plan carefully to make sure you evoke the right reaction.
Use of stock art
If you don't have any experience in logo or website design, it's often easy to turn to stock art pages. These sites offer countless cheap images, but you need to remember that your competitors can just as easily use the same pictures. Do you really want potential clients to see a tired image that could crop up on countless other letterheads, business cards and websites?
If you want to stand out in the market, you need to make sure your logo is unique. Invest in a professional photographer or graphic designer, who can create brand-new imagery for your logo. The success of your medical business relies on your ability to stand out in the market, so it's worth investing in professional help.
Too much complexity
When they're seeking medical treatment, your clients have important things to consider. These customers need reassurance that they're safe in your hands, and it's vital that they feel secure immediately. A complex logo may subconsciously erode this impression.
Potential clients need to make an immediate association with your brand, so make sure your logo is simple. For example, a dentist needs imagery that customers immediately associate with their teeth. If it takes too long to decipher complex text and images, these customers will almost certainly look elsewhere.
When you need to develop a logo for your medical business, it's important to consider how customers will react to the finished product. If in doubt, look for a logo designer in your area who can help you avoid the mistakes some of your competitors are making.Share