When it comes to logos and brands, colour has more than an aesthetic purpose. There is a whole psychology involved in the use of colour in marketing. Colour helps to define brands, and it can even influence people’s decisions on whether or not to buy.
Other factors do come into play as well. For example, the shape of your logo is important, with triangles and squares implying stability and balance. Font style, spacing and size can also project a brand image, as does the actual images that are used.
So, lots of things go into a logo and can have an impact on the image that it creates, but colour remains one of the most important factors. What does the colour of your logo say about your brand and business?
Blue is a colour that is often used to present an image of trust and confidence. It is also associated with more conservative brands, but there are exceptions. An obvious one is Facebook which uses blue in its logo and throughout its brand image.
The sorts of characteristics that you will project when you use blue in your logo includes security, honesty, strength, and trustworthiness. Blue is also a calming and tranquil colour, and it can portray a caring attitude.
It is also a colour that is liked by many people. Over 55 percent of men say that blue is their favourite colour, as do 35 percent of women.
In business red is often used in sales materials – signs, advertisements, etc. Red is useful in these situations because of the sense of urgency that it generates, but there is much more to red than simply clearance sales.
Red is also an energetic, exciting and passionate colour. It is associated with love and it is a colour of action. It is also a colour that is used by companies when they want to portray an image of being bold or ground breaking.
Red also has a physical impact on the body. In particular it stimulates appetite, which is why it is often used in food brands like Coca Cola.
Orange portrays images that are happy, friendly and sociable. Sometimes it is used to show caution, but in most branding situations it is a cheerful colour. An example is the children’s television channel Nick.
Orange can also be used to draw people in, or trigger impulsive purchases.
Like orange, yellow is a cheerful, playful colour, but it displays other characteristics too. This includes a forward thinking approach, confidence, and optimism. Yellow is also a logical colour. An example of a brand that fits with many of these descriptions, and that uses yellow in its logo, is Bic.
Green is a colour that is used to portray healthy, natural, earthy, or organic images. It is a relaxing colour that promotes balanced thinking. Many psychologists believe this leads to decisiveness so can be powerful in marketing.
Purple is most often associated with imagination, innovation and creativity. It also has royal connections, as well as being used by brands who want to portray wisdom and respect. In the brain purple stimulates problem solving abilities.
Black can be used to portray a number of different images. These include luxury, sophistication, formality, and authority. It is also a seductive colour. These diverse characteristics mean it is used by brands as diverse as the BBC and Playboy.
Large brands use colour for a purpose, and you can do the same if you are designing a new logo.