A very common statement made by clients to their design firm is, “Make my logo bigger.” In some instances this might be a good thing, like on a billboard where your target audience is doing 70 MPH (on a slow day). But I’m here to help you understand why “make my logo bigger” regarding your website is actually, believe it or not, a pretty bad idea.
Let’s face it. You love your company. With the logo being your staple, why wouldn’t it be BIG on your website?
The answer actually has two parts: Your logo doesn’t sell and visitors really don’t care.
Now, let me explain.
1) YOUR LOGO DOESN’T SELL
I will be the first person to say your logo is a huge credibility piece. Agencies don’t get paid the money they do to develop smart, on-target logos for their clients just for the sake of spending money. It’s a great investment in your brand, but that’s another blog post.
But when was the last time you went to a website and bought something just because you liked the logo? I’d bet you actually bought the product or service because…it was what you were looking for.
In the most simplistic sense, your logo is on your website to identify your company. But your logo doesn’t sell. Your logo confirms to the user that, “Yup, this is the company I was looking for.” or “Yup, this company looks professional.”
2) VISITORS REALLY DON’T CARE
When the logo is bigger, it draws attention. And although this might seem like a good thing, take into consideration you only have a handful of seconds to grab your visitors attention and draw them into your website based on your offering. How many of these precious seconds do you want your visitor to invest into your logo, which…doesn’t sell?
People visit your website for your content, whether it’s information marketing, explaining the services you have to offer, or products you would like them to purchase. They really don’t care about your logo. Your major calls to action should take visual priority over your logo.
Each successful website has a strategy that walks a user through the website from point A to point B to get them to do something in relation to the sites overall goals. I have never developed or read a visitor strategy that starts with the logo on the site.
But please, for the success of our website, don’t let your logo scream for attention.
Hope this helps.
Thanks
Paul
