THE PSYCHOLOGY OF COLOR IN YOUR BRAND LOGO

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By choosing the right color in your brand logo, you will express the right values. Discover the psychology of color! Learn how colors affect different human emotions.

THE IMPORTANCE OF COLOR IN YOUR BRAND LOGO

So you're looking for the best colors for your logo. Otherwise, you wouldn't be here, would you?

Colors have a strong capacity to transmit various types of emotions and generate unconscious responses. This is well known by the big brands and is used by advertisers to trigger reactions in consumers. In other cases, the reason for using a color in your brand logo is simply to communicate certain types of corporate values associated with brands.

According to studies, people pay more attention to images than to simple text because our brain processes images better than text.

That's why it's vital to make a good impression on your audience. By choosing the right colors, you can decide how you want to be remembered and make the desired impression.

The psychology of color in your brand logo has been tested by many brands.  We associate most famous brands with their colors. For example, when we think of Coca-Cola, we imagine red, Twitter is blue, Starbucks is green. These associations have been recorded in our minds through perfectly run campaigns.

There is a close relationship between colors and perceived sensations. In this regard, it's important for you to use the colors properly and understand the meaning behind each one of them.

Let's learn the psychology of color in your brand logo!

THE MEANING OF COLORS

YELLOW

The color yellow symbolizes joy, happiness, intelligence, and energy. In addition to happiness, it represents sunlight.

Yellow is bright and highly visible, the reason why it can usually be found on caution signs and other traffic signals. It is often used in logo design to attract attention, create happiness and warmth.

It is common to see this color in travel offers to hot sunny areas. It is very suitable for promoting products for children and for leisure. Moreover, it is often associated with food, as we can see in the case of McDonalds.

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ORANGE

Orange combines the energy of red with the happiness of yellow. It is associated with joy, bright sunshine, and the tropics. It represents enthusiasm, happiness, attraction, creativity, determination, success, encouragement, and stimulus.

It is a very hot color, so it produces a sensation of warmth. However, orange is not an aggressive color like red.

It produces the sensation of a greater supply of oxygen to the brain, producing an invigorating and stimulating effect on mental activity.

It is a color that fits very well with young people, so it is highly recommended to communicate with them.

Citrus colors, is associated with healthy eating and appetite stimulation. It is very suitable for promoting food products and toys.

Orange has a very high visibility, so it is very useful to draw attention to and underline the highlights of a website.

RED

Red is the color of vitality, aggressiveness, action, blood, revolution, strength, youth, energy, passion, war, courage, anger, danger, impulse, activity, eroticism, and love. In short, it symbolizes both love and violence.

It is a good color to associate with food products, chocolates, romantic, sexual products, although generally, it is a color that in almost all fields usually works well. In fact, together with blue, they are the 2 most used colors at the corporate level.

As it is very much related to energy, it is very suitable for advertising cars, motorcycles, energy drinks, games, sports, and risky activities.

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BLACK

Seriousness, luxury, prestige, the unknown, darkness, mystery, tradition, elegance, courage, sobriety, sophistication, elegance, strength, power, intelligence, stability.

On a website, it can give an image of elegance, and increase the feeling of depth and perspective. However, it is not recommended to use it as a background since it decreases readability.

It is typically used in museums, galleries or online photo collections, because it makes the other colors stand out. It contrasts very well with bright colors.

GREEN

Green is a color commonly associated with nature, health, and ecology.  It is also used to express hope, life, nature, fertility, spring, calm, tolerance, goodness, eternity, rest, fresh, wet, environment, luck, envy, harmony, rest, balance, stability.

It is a casual color, associated with youth, freedom, informality, but at the same time, it conveys confidence. It is usually the color of alternative brands, handmade, ecological, and natural.

It is advisable to use the green associated with medical products or medicines.

For its association with nature, it is ideal for promoting gardening products, rural tourism, outdoor activities, or ecological products.

Dark green, because of its association with money, is ideal for promoting financial products, banking, and the economy.

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WHITE

The color white is associated with light, goodness, innocence, purity, and truth. It is considered the color of perfection. It influences people by transmitting a feeling of sobriety and luminosity.

In marketing, white is associated with freshness and cleanliness. It is also used to advertise medical or directly health-related products, as well as cleaning and cosmetic products.

In addition, it is often used in the promotion of high-tech products, such as Apple, to communicate simplicity.

BLUE

As the last color for this article on the psychology of color in your brand logo, we analyzed the color blue.

Blue, together with red, is one of the most used colors in logo design.

If it is light blue, it is a reassuring color, associated with the sky, the sea, freshness, summer, tranquility, dreams, freedom, rest, confidence, childlike, medical environments, health, relaxation, generosity, lightness, agility.

If it were dark blue, it conveys confidence, serenity, responsibility, security, seriousness, depth, integrity, wisdom, truth, dignity, constancy, order, power, elegance, loyalty, knowledge, intelligence, friendship, fidelity.

In contrast to emotionally warm colors such as red, orange, and yellow, blue is a cold color linked to intelligence and consciousness.

It is very suitable for presenting products related to cleaning, as well as for promoting high-tech or high-precision products.

TAKE ACTION: WHAT COLORS SHOULD I CHOOSE?

To find the right color in your brand logo, you must be clear about your brand values and the target audience you are addressing, and based on this, make a studied selection of fonts and colors that provide data about your business at first sight.

Choose colors that match your brand personality. 60% of people will decide whether or not they want to interact with your brand based on color alone. Avoid using your favorite colors because many times they won't go with your brand's personality. If it's cheerful, use colors that reflect that emotion and stay away from those that don't.

Also, the way you use your colors will affect your brand's visibility, and brand recognition can increase by 80%, so use them wisely.

There are several websites that have color palette galleries for you to use or be inspired by:

Color Palettes

Coolors

Adobe Color CC

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