When it comes to creating a brand, your logo is one of the most important things as it is probably the first thing that draws the potential customer’s attention.
A logo is the moniker for your company’s identity (the brand image) and thus getting clear on what the “identity’ is should be your primary concern. However once you are clear on the business’s identity, your next course of action should be working on the logo’s design, especially the color. Research has shown that colors have more of a bearing on customers’ opinion about a brand than it was previously thought.
Neuroscientist Bevil Conway has focused his research on how we humans perceive colors and has concluded that we are hardwired by nature and evolution to see certain colors and feel in a particular way. Thus understanding which colors trigger which emotions can be very useful for a business. Using the right color can give your business marketing a greater edge.
Let us talk about each color and the effect it brings about:
Red is associated with the heat of the sun and fire and is considered a high-arousal color. It arouses emotions like energy, danger and warmth. Red is also known to stimulate appetite and thus is used by many famous food brands.
Yellow is associated happiness and optimism; it should now be clear why the classic smiley face is yellow.
Yellow arouses feelings of cheerfulness and warmth, encouraging conversation and increased communication. On the downside yellow, due to its usage on road signs, also provokes feelings of caution.
Using yellow in your business logo shows that your business is positive and friendly. The color is great at attracting attention and conveys a feeling of happiness. However one has to make sure that a too bright shade is not chosen as it can put strain on a viewer’s eyes.
Blue is associated with the emotion of calmness. Blue brings to mind the sky and ocean both bring about the feelings of tranquility and security. Research has shown that the color blue helps in raising productivity and blue lights also lower violent tendencies. Blue does not grab attention like red and yellow, but it is the most favorite popular color of both men and women. This means that blue color is overall universally well liked.
Due to Blue’s universal likeability it is the most used color by companies. A blue logo shows that your brand is professional and logical but not invasive. However if your business sells foods then blue would be the best choice.
Orange color is associated with playfulness and enthusiasm. This color is said to trigger brain activity. Orange invokes playfulness and leads to increased brain activity, thus making it perfect for generating a call to action.
An orange logo shows that the business is friendly and cheerful. This makes it a good choice for businesses that want to be seen as confident yet light-hearted at their core.
Green represents growth, and brings about feelings of relaxation and healing. Green is surprisingly also associated with money and wealth.
A green logo conveys that your business is environmentally friendly thus making it popular with organic and vegetarian brands.
All the companies mentioned above are well recognized names. However they are used for explaining color psychology. Small businesses can use the principles of color psychology too and they need not worry about the expense. While it is true that big companies often dole huge amounts of cash in developing a logo, there are many companies that do develop excellent logos on tighter budgets. And a piece of advice would be to opt for a company over a freelancer in order to avoid any copyright issues.
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