Let Colors Speak For Your Brand
Let Colors Speak For Your Brand
When it comes to brand recognition, your logo is probably the first thing your customers will think of, and the color should be the primary concern while planning the narrative and message behind your logo. Research puts forth that your logo’s design and specially its colors have more bearing on your customers’ opinions than you might think. Moreover, understanding your customers’ connections to certain colors could increase the effectiveness of your company’s branding methods.
According to another research by WebPageFX, people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone. In fact, almost 85% of consumers cite color as the primary reason they buy a particular product.
Here is the perceived value of the most basic colors for designing your first logos!
Red implies passion, energy, danger or aggression; warmth and heat. Red is the most used color in logos as it has such a wide range of different emotions, but carries them all. It has also been found to stimulate appetite, which explains why it is used in so many restaurants and food product logos. Choosing red for your logo can make it feel more dynamic.
Orange is often seen as the color of innovation and modern thinking. It also carries connotations of youth, fun, affordability and approachability. Orange would be a good color for a business that is bold, but supplies innocent services such as toys, daycares, vacations, etc.
Yellow is naturally a bright color, which usually evokes more of the happy emotions than any others. However, like orange, yellow finds itself powerless to change its meaning even with darker shades. Even the darkest yellow can only make people think of mild sickness or decay. It’s for this reason it’s deemed a simpler, more childish color.
Green is commonly used when a company wishes to emphasize their natural and ethical credentials, especially with products such as organic and vegetarian foods. Other meanings ascribed to it include growth and freshness, and it’s popular with financial products too.
Blue is one of the most widely used colors in corporate logos. It implies professionalism, serious mindedness, integrity, sincerity and calmness. Blue is also associated with authority and success, and for this reason is popular with both financial institutions and government bodies.
Purple speaks to us of royalty and luxury. It has long been associated with the church, implying wisdom and dignity, and throughout history it has been the color of wealth and riches.
Black is a color with a split personality. On the one hand it implies power and sophistication, but on the other hand it is associated with villainy and death. More mundanely, most logos will need a black and white version for use in media in which color is not available – and there is currently a trend for bold monochrome logos and word marks.
White is generally associated with purity, cleanliness, simplicity and naiveté. In practical terms, a white logo will always need to stand in a colored field to make it show up on a white background. Not many businesses can pull off a lot white in their logos. Those who have abundance of white have to be in the business of something that is as absolute as a starting point.
These associations are not rigid rules, of course, but they’re worth keeping in mind, as you make your color choices. Remember that the overall impact of your logo design will depend not on the colors themselves but upon how these interact with the shapes and text. Having not chosen single colors, there are some very successful multi-colored logos – think of Google, Windows or eBay.
Multiple Colors The implication of multiple colors is that these companies are offering a wide choice of products and services. For example, the multiple colors used for the Olympic rings carry a message of diversity and inclusivity.
But there is no rule of thumb always!
There are cultural and country differences too, in the way colors are interpreted. For example, red is considered lucky in China, while white is the color of death and mourning in India. However, you don’t always have to stay with the constraints of the color psychology, since there are possibilities that the logo you want to produce might end up in monochrome, or even in different colors, as your designer experiments on it. So make sure your color choice reinforces and enhances the design of your logo-but doesn’t define it.