Using Colour During Logo Design
Colours are everywhere, speckled around our world in a multitude of alternative shades – each one different to the last. When it comes to designing a logo, you’ll need to think long and hard about selecting which kinds of colours to use. Sure, you may have your favourite tints and shades – the colours that you’ve always been keen on. But in order for a logo to work to the best of its ability you’ll need to put aside your personal tastes (for the most part) and think about what’s best for the consumer.
The Psychology Of Colour
The very first thing to consider when applying colour to your logo design is the psychological effect that your chosen shade will have on the consumer. As we grow, our minds come to associate particular colours with particular traits, ideas and concepts. This means that colours have the ability to trigger a specific emotional response – stimulating the senses to provoke both positive and negative reactions. Listed here are some of the main shades you might apply to your logo, and their psychological effects:
The colour red is associated with strong emotions such as passion, intensity, urgency and love. Research has revealed that people react to this colour in strong ways (stimulated heart rate, increased sense of eagerness) which is why many brands use it to their advantage to encourage impulse buying. Red has also been proven to increase appetite – with McDonald’s and Walker’s being two examples of big brands who use this psychological effect to their benefit with their bright red logos.
The colour blue is often linked to the concept of peace, serenity and calmness. These effects make it perfect for a brand who wants a consumer to feel that they can trust them – which is what makes it a particularly popular choice among political parties. Blue is also related to the aspect of healthy communication – and is often used in work spaces that operate by means of brainstorming and teamwork. It’s no accident that both Facebook and Twitter use a bright shade of blue in their logos to advertise their highly communicative social media sites.
Green is a colour that people frequently tend to associate with health, happiness and good-will. It’s a natural choice for nature-based brands like Animal Planet and food produce brands like Starbucks, as it suggests clean, healthy development and manufacturing. It’s also a colour that’s related to the concept of relaxation, and products wishing to send out a soothing message to their consumer often slip in a shade of green into their logo to reinforce a sense of tranquility and ease.
Yellow is a little like the colour red in how it has the ability to generate strong emotions in human beings. It’s sunny and cheerful which provokes a happy reaction much of the time, but it has also been proven to instil a sense of self-belief, optimism and concentration in consumers too. It remains a popular choice for playful products and brands such as SPIKE TV and IKEA, but it’s also used frequently by companies wishing to draw on the consumer’s logical side – such as The Yellow Pages.
The use of colour can go a long way in terms of how it can effect a consumer. Think carefully about what sort of reaction you want your brand to provoke before deciding on a final shade. What’s your brand personality? Do you want a consumer to be happy, calm or stimulated they see your logo? Select the correct colour to help increase the logo’s overall impact.