The Psychology of Design: How to Make ID Badges Stand Out
In an age where nearly everything is online and in the cloud, it can be easy to overlook the power and value of a physical ID badge.
While their primary role is functional — identifying employees, students or event participants — ID badges also serve a deeper purpose: They communicate a message, not just about the people wearing them and the companies they represent.
The link between design and perception is deeply rooted in human psychology. Often, we’re not even aware of why a particular design catches our eye or evokes a certain feeling — it just does. Keep reading to learn how tapping into key psychological principles can elevate your ID badge design from functional to memorable, making an impact far beyond the first glance.
Going Gestalt: A Framework for Organization
Sometimes called the law of simplicity, Gestalt theory suggests humans take in information and understand it as a whole rather than many individual parts. The theory has been applied to psychoanalysis, education and visual design.
In badge design, Gestalt is useful in understanding how to arrange and present the necessary elements that bring a badge together. The more harmonious the design, the better the impression it leaves. Here are the six Gestalt principles and how to use them in your next badge design.
| Principle | Definition | On Your Badge |
| Figure/Ground | To stand out, important elements need to be in contrast. | Use a dark background color with white text for important information to ensure it is visible. |
| Simplicity | We perceive complex images in their simplest form | Declutter your design. Too many elements can feel chaotic and hard to read. |
| Similarity | We perceive objects that appear alike to be closely related. | Use a design template and common typeface across all your badges to create a sense of unity. Add one distinct element, like a color band, to differentiate among departments |
| Proximity | Helps us understand which elements belong together. | Group like items, such as name and photo, or department and role. |
| Continuation | Our eye tends to follow a continuous path. | A visual element like a stripe or arrow guides the eye through the badge design. |
| Closure | We fill in missing information, like white space, with our minds. | Consider the shapes viewers will see in the negative spaces. |
The Psychology of Colors
Colors play an important role in badge design. One study found that people judge a product within 90 seconds of seeing it, and between 62% and 90% of the assessment is based on color. Here’s what your badge colors may say about you:
- Red. Energetic, provocative, passionate. Red evokes energy and excitement.
- Blue. A popular choice for all types of businesses, blue puts people at ease and signifies trust, security and responsibility.
- Purple. Depth and mystery surround purple. It’s the color of royalty, elegance and nostalgia.
- Green. Calm, fresh, mindful. Green signifies a serene and trustworthy experience.
- Yellow. Cheerful and filled with optimism, yellow is the color of happiness, positivity and light.
- Orange. Filled with fun, orange says you’re playful, exuberant and outgoing.
- Pink. Calming, romantic pink gives off welcoming and harmonious vibes.
- Black and white. Strength, boldness and classic elegance. Add a single pop of color used sparingly for a true standout look.
Combine With Care
Putting colors together is just as much an art as selecting the right shade to begin with. Don’t clutter your badge with too many colors, and be sure any badge-specific design blends seamlessly with the existing logos and brand colors.
Font Choices and Authority
The font, or typeface, you choose also influences how your badge is perceived. Not only does it have to be legible from a distance and in a small size, it needs to convey the right tone and match the overall design aesthetic. Here are some important factors to consider when selecting a typeface:
- Readability. Badges are meant for quick identification. A font that no one can read is frustrating and offputting.
- Memorability.Studies have shown that the font you choose can affect information retention.
- Consistency. Your typeface should match your overall brand identity. You wouldn’t pair a whimsical typeface with a solid and steady security brand.
What Different Typefaces Say About You
Serif. Respect, trust and tradition.
Sans serif. Modern, clean and progressive.
Slab serif. Bold, solid and strong.
Script. Elegant, personal and creative.
Decorative. Expressive, quirky and friendly.
Photos & Branding
Whether at the office, in school or at an event, ID badges create a sense of unity. Including company logos and color schemes reinforces wearers’ connection to a particular organization or group. Certain elements add to the overall sense of belonging:
- Photos. An employee photo can be a security measure, but it also allows instant recognition among colleagues or peers, promoting a more approachable company culture.
- Customized elements. Leaving space for a personal quote or fact about employees or conference attendees adds an extra touch of personalization while opening the door for conversations. While the text of each may be different, choosing an identical layout and typeface makes these unique elements appear cohesive.
- Accessories. It’s easy to overlook badge accessories like lanyards, badge reels or backers. The thoughtful design of these elements ensures that they enhance the overall brand instead of detracting from it.
