Logo Placement Affects Web Navigation and Brand Recall

Traditionally, websites and languages that run from left to right have helped users by placing a logo in the top left corner of the page so that it’s the first thing visitors see and they can immediately tell where they are.

This has taken on a secondary function of actually allowing users to navigate back to the home page from any other page on the site when the logo is shifted away from this top left location. The effect is significant on the user experience on small screens, moving the logo from the left to the center has only a very small effect because it’s still really close. People see it immediately, but on a larger screen, that shift makes a big difference. It’s out of the line of sight of where users look when they first arrive at a page, when the logo is shifted all the way over to the top right corner. This affects how likely people are to remember the brand of the website they visited when we observed the behavior of users on websites with left logos or right logos. We found that users who visited the site with the left logo were eighty nine percent more likely to remember the brand of the organization. There’s also an effect for moving the logo to the center of the page. It doesn’t affect the memory ability of the brand as much, but it does have an effect on how easy it is for people to use that logo as a tool to navigate to the home page. When we compared left logos and centered logos, users were six times more likely to be able to navigate to the homepage and a single click when the logo was in the top left corner compared to the center shifting logo away from the top left spot can seem like a tempting solution for giving the site a unique look or making room for other design elements.

But because of the impact this has on memorability and navigation, shifting the logo away from the left corner should be avoided.

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