The Psychology of Colours Behind Brand Logo Design
Colours elicit emotions, convey messages, and add brilliance to everyday things. It has the power to affect our day to day decisions such as the things we need to buy. This is why choosing the right colour is one of the most important elements that companies consider when designing their brand logo.
For a brand, the logo is the strongest symbol through which it represents itself. A brand’s logo is associated with the company’s corporate identity.
There are various graphic elements that need to be skillfully crafted and integrated when it comes to brand logo design. However, the logo colour tops this list as it makes your brand instantly recognizable. Think about the red blue and white logo of Pepsi or the iconic bright yellow and red logo of McDonald’s.
Here, we’re going to dig deep into the psychology of colours and interpret their meanings for your brand logo design.
Blue is the most popular colour in the business world. A vast number of brands use blue in their logos. Such companies include Facebook, IBM, Samsung, PayPal, and many more. This is because blue symbolizes strength, dependability, and tranquillity.
Blue is never associated with any negative emotions, which makes it a safe choice for most companies. It’s an inoffensive colour that is chosen by many companies to convey stability and security. Therefore, industries such as Finance, Insurance, Health, and Tech can make good use of this colour.
Some online retailers choose blue to highlight options like free shipping, money back guarantees, etc. on their websites so that customers relate their brand with reliability and honesty.
This bright and vibrant hue speaks of optimism and happiness because of its close association with sunlight. It makes people cheerful and boosts a sense of warmth. Yellow not only evokes feelings of happiness and positivity, but it’s also caught by the human eye faster than most other colours. Some brands use this to make their logos more easily recognizable.
Some famous brands that have yellow logos are Ferrari, IKEA, and of course, the famous golden arches of McDonald’s. These brands associate themselves with feelings of happiness, extravagance, and warmth.
Family oriented businesses and restaurants use different shades of yellow in their logos to convey feelings of enjoyment and togetherness.
Bright yellow is also very popularly used for caution signs and messages as a warning. This is again due to the colour’s higher visibility and ability to stand out amidst many other colours.
Red stands for energy, love, aggressiveness, excitement, and intensity. This colour can actually raise your pulse rate when you look at it. This is why creative design agency encourage the use of red when you want to compel users to take the desired action. This can be seen in the form of “buy now” or “click here” options on websites.
Perhaps the biggest brand that uses the power of red to entice a sense of urgency and excitement in its customers is Coca Cola. A lot of fast food restaurants also use this colour in their logos such as KFC, Nandos, Five Guys, and more.
It’s nature’s favourite colour. Green symbolizes life, peace, growth, and new beginnings. It’s also famous for its association with health, the environment, and safety.
Many designers also link green with money, finances, and security. Hence they recommend using it for logos of banking and insurance companies.
Eco-friendly brands or brands promoting healthy, organic products have an overwhelming use of green in their logos and other promotional material. So if your brand belongs to this category, this is a mandatory colour for you.
Other industries like the health, sports, and nature industries also use a lot of green for their brand logo designs.
5. Black and White
While white is the combination of all colours, black is the absence of colour. When combined, they represent power, elegance, and strength that are second to none. This is why they make for striking logos. This combination speaks of confidence, authority, and credibility.
Brands like Nike, Adidas, Mercedes-Benz, and Chanel have iconic black and white logos that demonstrate their status and authority in their respective industries.
This combination is definitely not suited for small businesses or newer setups. Perhaps the addition of some more colours can do the trick for them.
Purple combines oceanic blue and fiery red and is said to be the colour of royalty. It implies sophistication, magic, passion, and vitality. It usually takes your imagination to extraordinary places, so a lot of brands use it to convey that they belong to a higher class than the rest.
Yahoo, FedEx, and Hallmark are some of the popular brands that use purple. Many chocolate brands like Cadbury and Quality Street use purple to show the royalty and richness of their products.
A lot like red and yellow, orange is all about fun and energy. It doesn’t let anyone pass by without taking another look. It’s creative, enthusiastic, and friendly. It’s also linked to warmth, celebration, and joy. Kids usually enjoy looking at this colour. That’s why Nickelodeon’s orange splatter logo grabs children’s attention, and Fanta is popular with the kids.
Some studies suggest that orange stimulates hunger and enhances mental and physical activity. This makes it a good choice for food and drinks brands.
Brown is close to nature. It gives a sense of reliability and balance to your design owing to its earthy tones. It’s also the colour of coffee and chocolate, which makes it a popular choice for many chocolate and coffee brands like Gloria Jean’s and Hershey’s. JP Morgan uses brown to demonstrate integrity and trustworthiness.
Colours add character to your brand. Therefore, you should work closely with your branding design agency when choosing the colour scheme for your brand logo.
Emerald Colour is a full-service marketing agency that specializes in all kinds of creative, digital, and print services. Get in touch with us today for all your brand designing needs.