There is more to every color than what meets the eyes. Not just the beautiful hues can soothe our eyes, but they can also perk up our mood in an instant. The human fascination with colors is quite innate, which never wanes with time. Colours can help evoke emotions, convey important messages, and add a dash of quirk to the otherwise monotonous everyday stuff. Now, as a professional logo designer, I personally think that colors can work wonders in empowering brand recognition through logo designs. When rightly incorporated, the colors can accentuate the identity of a brand by alluring more visitors. By saying brand recognition, we actually indicate the customers’ ability to identify a service/product and associate it with a certain brand. It won’t be exaggerating to consider a logo the crux of a brand, as it holds the capacity of making it or even breaking it. So, be it for empowering a brand or screaming for attention, our logo design service providers always strive to pick the right palette to fetch the best results.
Probe a little deeper into color psychology:-
According to studies, the human minds are quite inherently programmed to respond to colors. They aid in shaping our emotions and thoughts. Also, they own the capacity to influence the purchase decisions of consumers. The bright hues can evoke as much as 75% change in motivation, when it is about advertising, making campaigns or even purchasing products online. Keeping a close tab on these pointers, we strive to choose the colors that can set a benchmark in shaping the character of a logo, while at the same time helping it stand out amid the crowd. Since, human minds tend to equate different colors with different emotions, it is important to narrow down the right colors for adding to a brand’s popularity.
Does color psychology really matter in selling products?
If you could recollect those golden-kindergarten memories, you will remember how you and your fellow classmates had a common tendency to pick the colorful toys or bright crayons. Well, it seems that the seeds of fascination over colors are sown in human minds right from the childhood. Such fascination with colors remains intact with us no matter how older we get. This is the reason why, you can see almost every product that is sold today, comprise of bright and colorful facades. As we know that choosing an appropriate color can escalate products sales, we vest ample time in picking our emblems’ color palette. While there are no hard and fast rules to govern our color selection, we often follow a general guideline based on the relationship between colors and human emotion.
Anatomy of different hues and the emotions they evoke:-
While the perceptions of different colors are quite subjective, some color effects own universal meanings. Below are a few examples of how different hues could be perceived –
a. Red: This intense color is used to evoke strong emotions, ranging from love to sensuality to passion and intensity. In logo designs, Red is mostly used to grip the consumers’ attention and make them feel hungry. This is the reason why most of the fast food brands choose Red as the color of their emblems.
Examples: KFC, McDonald’s, Pizza Hut, Nestle, etc.
b. Yellow: The perky hue of yellow is used in logo designs to evoke different emotions like joy, cheer, positivity and energy. The bright colour is absolutely discernible, and so, mostly found on the road signs. Brands that aim at putting a wide smile on their consumers’ faces, generally count on the might of Yellow.
Examples: Nikon, SUBWAY, IKEA, etc.
c. Blue;- Blue depicts a plethora of emotions such as trust, confidence, calm, success, authority, loyalty, etc. This is perhaps one of the most popular shades to for business logos. Also, this color is extensively seen in medical, government and fortune 500 company logos.
Examples: Oral-B, Facebook, DELL, Intel, Ford, etc.
d. Pink:- Easily considerable as a feminine color, Pink conjures the feelings of delicateness and innocence. The subtle shade of pink is mostly used in logo designs to incorporate a feminine flair.
Examples: Barbie, Cosmopolitan, Haier, AVON, etc.
e. Purple:- Purple is a concoction of blue and red. Hence, it has the cool and warm properties of both these colors. This shade is generally used in the logos of educational businesses and luxury product lines. Ambition, dignity, mystery, royalty, independence are to name a few emotions that can be associated with the purple colored logos.
Example: Yahoo, Cadbury, Hallmark, etc.
f. Green: It signifies life, harmony, ambition, health, environment, etc. On the contrary, some of the shades of green are used to represent negative emotions like inexperience, envy, anger, etc. The soothing hue of green is mostly seen in financial, bank or real estate logos.
Example: Animal Planet, Holiday Inn, Starbucks Coffee, etc.
g. Black: This powerful color stands for a variety of emotions naming, boldness, strength, elegance, grieving, mystery, etc. Black is mainly used to churn out the corporate logos that indicate sophistication and boldness.
Example: Puma, Nike, Adidas, etc.
h. White: This universal color of harmony and peace stand for innocence, purity, truthfulness, etc.
Examples: Twitter, Chanel, Diobo, etc.
When it comes to churning out a logo for a brand, the color selection should not be a mere after-thought. Our logo design service providers vest ample time and intellect in choosing the right colors to reflect the core message of a brand. Branding, customer awareness, and packaging – everything works on different psychological principles. This said, if you are looking to make the most of colors, then understand these basic principles of color psychology beforehand.
A post by Tania Ghosh. 25th January, 2018.