Every colour, including black and white, has implications for logo design. As a designers you need to pick your colours carefully to enhance specific elements of the logo and bring nuance to your message with the use of shade and tone.
Neuroscientist Bevil Conway, who has focused his recent research almost entirely on the neural machinery behind color, believes the science behind color processing to be very powerful and completely underexploited.
“Knowing that humans might … be hardwired for certain hues could be a gateway into understanding the neural properties of emotion,” he told Co.Design earlier this month.
In general terms, bright and bold colours are attention-grabbing but can appear brash. Muted tones convey a more sophisticated image, but run the risk of being overlooked. More specifically, particular meanings are ascribed to different colours in society.
The implications of color’s effect on people’s emotions are far reaching, and understanding your customers’ connections to certain colors could increase the effectiveness of your company’s branding methods.
According to research complied by web design and marketing company WebPageFX, people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone. In fact, almost 85% of consumers cite color as the primary reason they buy a particular product, and 80% of people believe color increases brand recognition.
Let us reveal the science behind color could increases effectiveness of corporate branding.
Red implies passion, energy, danger or aggression; warmth and heat. It has also been found to stimulate appetite, which explains why it is used in so many restaurants and food product logos. Choosing red for your logo can make it feel more dynamic.
Yellow requires cautious use as it has some negative connotations including its signifying of cowardice and its use in warning signs. However it is sunny, warm and friendly and is another colour that is believed to stimulate appetite.
Purple speaks to us of royalty and luxury. It has long been associated with the church, implying wisdom and dignity, and throughout history it has been the colour of wealth and riches.
Orange is often see as the colour of innovation and modern thinking. It also carries connotations of youth, fun, affordability and approachability.
Green is commonly used when a company wishes to emphasise their natural and ethical credentials, especially with such products as organic and vegetarian foods. Other meanings ascribed to it include growth and freshness, and it’s popular with financial products too.
Blue is one of the most widely used colours in corporate logos. It implies professionalism, serious mindedness, integrity, sincerity and calm. Blue is also associated with authority and success, and for this reason is popular with both financial institutions and government bodies.
These associations are not rigid rules, of course, but they’re worth keeping in mind as you make your colour choices. Remember that the overall impact of your logo design will depend not on the colours themselves but upon how these interact with the shapes and text.