The hot trend in ultra-minimalist logos - think Mastercard or Dunkin' - goes exactly against what makes people want to buy stuff

Non-descriptive logos typically give no hint as to what services or products a company buys. Participants in the study found logos like this less trustworthy and authentic, even if they were given a description of what the company does.

Familiar brands aren't as affected by their logos, according to the study. Companies with widely recognized logos, like the McDonald's golden arches, no longer need to rely on new consumers to identify with their brand, because they're already widely known.

Unfamiliar brands, however, need their logos to communicate what they do for consumers. A logo with an abstract symbol, like a red star or an arrow, is usually too subtle for consumers to identify with.

Descriptive logos are typically clearer in their message. Consumers can guess that the World Wildlife Fund's panda logo has something to do with animals. This is true even for more abstract descriptive logos. Spotify's logo, with is three curved stripes, denotes sound waves. Suddenly it makes sense when a consumer learns it's a music streaming service.

Even logos that reference a company's name, as opposed to its function, are descriptive, like Apple's logo. With a concrete image, consumers have a better idea of that company's brand.

Understanding a company's brand could mean customers are more likely to buy from it. That's why, the researchers argue, descriptiveness makes a logo feel more authentic, and people are in turn more inclined to buy.

According to the study, "logo descriptiveness can positively affect impressions of authenticity and, in turn, purchase intentions."

The study also looked at the profitability of these companies, and found that there was a "significant positive association between logo descriptiveness and gross profit."

To do this, the researchers used control variables like symmetry, color, and shape to account for differences in logos, then compared net sales.

The only negative side of descriptive logos, say the researchers, is when the company in question deals with unappealing products or services, like a funeral home or bug repellent.

If fledgling companies want to be successful, say the researchers, they should think deeply about their logos. While it may be a cliché, including a book in your bookstore's logo could help business — especially if you do it in a unique, creative way. But if you're creating a company with several unrelated ventures, like the next Uber or Disney, don't be too concerned with adding cartoon cars or Mickey Mouse.