Where to place the logo so that it draws attention and serves its purpose?

Here are some tips on when to place the logo on the left or the right side. These rules apply to leaflets, catalogs, advertisements in the press and other advertising materials.

As far as websites are concerned, a vast majority of them displays the logo in the top left corner. According to usability principles and based on the analysis of website visitors’ behavior, the logo should be on top but there is no clear evidence that is should always be on the left or the right side. However, since most users are accustomed to browsing websites where the logo is on the left, this layout is used most often to facilitate website navigation for the visitor.

The following rules help influence the user or reader, i.e. the recipient of the message, and they should be used in particular for banner advertisements and promotional materials: presentations, booklets, brochures, leaflets, press advertisements, and business letters.

Remember that items placed on the left are analyzed by the right hemisphere, while items placed on the right are analyzed by the left hemisphere.

If any hemisphere is unable to analyze a given item, then it is transferred to the other one. Text, numbers and statistics are always processed by the left (analytical) hemisphere. Meanwhile, complex illustrations are processed by the right hemisphere. Simple items (e.g. graphics) can be processed by any of the hemispheres, depending on their placement (e.g. the logo is basically simple to make its processing fast and easy).
In short, graphics are processed by the right hemisphere, while text, numbers and statistics are processed by the left one.

1. If you want to place a simpler (less colorful) graphic element or text next to the logo, it is recommended to place the logo on the left and the text on the right.

Such layout is best understood by our subconscious. The logo is seen as more attractive. When these items are arranged in the reverse order, the layout disrupts our subconscious interpretation of the logo.

What is the result of incorrect text and logo placement?

If the text is incorrectly placed on the left (instead of the logo), it will be analyzed by the left (analytical) hemisphere. Unfortunately, the same hemisphere will also process the simple graphical element – the logo, as it is placed on the right.

The hemisphere that specializes in analyzing text and numbers will focus on the text, which is more difficult as the logo is usually a simple graphical symbol. Due to its placement to the right of the text, logo graphics will first be analyzed by the left hemisphere. The problem is that this simple symbol, which can be analyzed by any hemisphere, will not be transferred to the other hemisphere (the right one, which would ensure its best interpretation). Thus, our subconscious emotional interpretation of that logo will be worse because the left hemisphere will be busy processing more difficult text.

2. If you want to place another graphical element or a photo next to the logo, you should put it on the left side, with the logo on the right.

In this case, the item which is more graphically complex is the photo or illustration. As a result, this graphical element should be processed by the right hemisphere, which interprets graphics, i.e. it should be placed on the left, while the logo should be on the right. The logo, usually a simple graphical symbol, should be analyzed by the left hemisphere. There, the logo will be quickly interpreted and remembered. Incorrect placement of the logo on the left and the image on the right side disrupts their interpretation.

What is the result of incorrect (reverse) illustration/photo and logo placement?

According to the general rule, the logo placed on the left side will be analyzed by the right hemisphere responsible for interpreting graphics. In this case the illustration or photo would be processed by the left (analytical) hemisphere. Unfortunately, the left (analytical) hemisphere is unable to process complex graphics and, consequently, the illustration or photo would be transferred to the right hemisphere. Thus, incorrect placement would result in the logo and illustration being processed by the same hemisphere. The left (analytical) hemisphere would be idle, while the right hemisphere would be forced to process more difficult illustration and, consequently, make less effort to remember the logo.

Tips

To improve your message, you should influence both hemispheres of your potential customer or business partner. You should know which hemisphere is better developed when it comes to your potential customers. In the case of a painter or an artist, the right hemisphere is probably more developed so you should communicate with them through images and vivid language. When interacting with a financier, you should focus on numbers and precise examples and analyses, as that person's better developed hemisphere is undoubtedly the left (analytical) one. Combining graphics and text helps remember information and has a positive impact on creativity.