Psychology is the study of the mind. An academic and applied discipline involving the scientific study of mental functions and behaviour. Psychologists study such phenomena as perception, cognition, emotion, personality, behaviour and interpersonal relationships.
I don't pretend to understand the neurological processes in the brain but I am fascinated in how I can use design to enhance the user experience for my clients. If you scroll down you will see a collection of articles that I have written on this subject.
One: Literal
Two: Emotional
Three: Random
Psychology & Perception of a Business Name
Here I am looking at that vital part of a business that comes even before we think of the colour or shape of a logo. The name. There are millions of names in the world; but they all come down to three types:
• One • Literal (WillBaxter.com, Post Office, OakTree Joinery)
• Two • Emotional (innocent, Virgin, Toniq)
• Three • Random (Lexus, Vertu, Eon)
• Method One • The literal method is the most used - it’s simple and direct. Formerly, when people sustained themselves within a village, everyone had a trade - butcher, baker and brand maker - they just used their names.
• Method Two • The emotional method came about a long time later - beyond the straight forward age and into a time when terms such as "lifestyle" and "ambience" appeared. Emotion is a powerful branding tool when used correctly. It can be beneficial when clients already associate with the word and so familiarity is already inherent with your new brand. The downside is there could also be negative personal associations, or worse still, you might get forgotten.
Another way is to twist a word. When I set up the sports car company I started with Tonic and changed it to Toniq: it’s different and stands out.
• Method Three • The random (doesn't relate to the product/service) route is the most exciting! Yet it is also the most complicated to get right. Think about your market: who are you trying to attract? If you are selling stock reams of A4 paper there is no point conjuring up a name like "Fillico" because people buying paper aren't doing so with their heart. However, try selling a luxury £50,000 car and you will find that a name like Lexus appeals more than a literal name like Luxury.
Random names can root into the human psyche: we all want to know more! Take Eon: at first, many thought the name was mere marketing tosh but others wanted to know what it stood for. Suggestions included "Energy On", "Electricity on demand" while others thought it was "a star that has lasted for an infinite period of time." In this instance, it doesn't really matter which one it actually stands for - just as long as the customers are happy to associate the name with something they think is suitable, they can understand, and ideally, remember.
Brides wear white to symbolize innocence and purity.
Perception: Minimalist & clean or cheap & boring? Black is the colour of authority and power.
Perception: Wealth & macho or death & depression?
Emotionally intense, red stimulates a faster heartbeat.
Perception: Subtle = hidden power, overuse = tacky.
The most flamboyant colour on the planet = Orange!
Perception: Fun, happy times, can also be cheap.
Cheerful sunny yellow is an attention getter.
Perception: Optimistic yet can be overpowering.
Green is the easiest colour on the eye.
Perception: Calming, refreshing but possibly weak?
Blue causes the body to produce calming chemicals.
Perception: Calm, trusted, loyal or cold & depressing.
Purple connotes royal, luxury, wealth & sophistication.
Perception: Feminine and romantic but can appear artificial.
Brand Identity 
