Marketing experts know about that powerful connection between consumers and color. They’ve done a great deal of research using carefully controlled experiments and have decided that color does have a big role in forming people’s perceptions of products and logos. That research is confirmed by real world actions, too. Companies have found that changing a logo’s color scheme even a little bit can have a giant impact on sales.
When we see colors, we react right away. It happens faster than we can read a single word. In fact, the mind makes color connections and forms opinions before the conscious mind even knows what we are looking at!
A logo is the most repeated and frequently displayed symbol of your business. It’s on your letterhead, your website, business cards, products and more. It’s your “brand” and it’s an inseparable part of your business.
When you think about how important your logo is and consider the power of colors, it’s pretty obvious that color theory should be a big part of logo design. If you overlook the color choices in your logo, you might be “turning off” possible customers instead of attracting new buyers.
Today, many of us are in love with the “do it yourself” plan. We think that if we do a little research and work hard, we can do things just as effectively as can a professional. That might be true in some cases, but logo design is a perfect example of when we really need an expert’s help.
Color Psychology Basics
Here are some of the most frequently used colors and the positive messages they communicate. As noted, this basic chart isn’t comprehensive. It doesn’t list negative associations and it doesn’t discuss the best ways to combine colors. However, it is an interesting introduction to color theory
BLACK: Mystery, secrecy, tradition.
BLUE: Power, calmness, success, trustworthiness.
BROWN: Earth and nature, simplicity, seriousness.
GREEN: Harmony, health and healing, nature and animals, money.
ORANGE: Affordability, fun, youth, creativity, celebration.
PURPLE: Fantasy and dreams, justice, royalty.
RED:Excitement, action, adventure, love, passion, food.
WHITE: Simplicity, cleanliness, innocence.
YELLOW: Cheerfulness, playfulness, curiosity, amusement.
If you have any questions or would like to know more about logo design, visit me at www.performancewebdesign.ca/contact.html and leave me a message.
