Understanding the psychology of color is vital in creating an effective logo, says Martin Christie of Logo Design London. The human brain is very receptive to visual stimuli, and color is one of the important factors in this aspect. On a conscious and unconscious level, colors convey certain subtexts. And who better than graphic designers to use this fact when creating a logo.
In just a few minutes, you can create your logo in Turbologo. You can then place it on any surface: business cards, letterheads and other products.
The use of a certain color can carry several definitions, from primitive reactions that humans have developed over a million years of existence to complex ones. We make them based on learned assumptions. This will help reinforce the message the company seeks to convey to its consumer.
Every color, including black and white, has its own meaning. As a designer, you must carefully choose colors for logo elements, being careful to introduce nuances such as shadows and halftones.
Generally speaking, bright colors attract attention, but can cause oversaturation in the user. Muted colors can convey a more complex image, but you risk going unnoticed.
Red means energy, passion, danger and aggression, flashiness, warmth. It is scientifically established that this color stimulates appetite. That’s why many restaurants decorate their halls with this color. Also the choice of red adds dynamics to the logo.
Orange is associated with innovation and modern thinking. This color also carries the meaning of youth, fun, accessibility, and accomplishment.
Yellow should be used very carefully. One of the meanings of the color is indecision, even cowardice, which is why it is used in warning signs. Despite this, yellow is associated with goodwill, warmth and it is just like red stimulates the appetite.
Green is used by companies that want to emphasize the natural aspect of their business, for example, those that produce organic and vegetarian products. Another meaning of color is growth and freshness. Green is often used by financial companies.
Blue is one of the most widely used colors in logos. It emphasizes professionalism, sincerity and calmness. Blue is popular among financial and government institutions.
Purple tells of luxury and grandeur, wealth and prosperity. In some countries the color is associated with something lofty, such as the church and its attributes.
Black is quite ambiguous in its meaning. On the one hand it means power and certainty, and on the other – meanness and death. We need to understand that any logo has a black and white version for use where the color version is not applicable, for example, when sending a fax. Not too long ago, there was a trend to develop monochrome logos and signs.
White is associated with purity, weightlessness, naivety and simplicity. In practical terms, a white logo always needs a contrasting background.
Brown is most often used by companies whose activities are related to rural activities and natural resources. The color is more suitable for companies whose main consumer is men.
Pink is associated with flirtatiousness and fun. This color carries a note of flirtation and is best used for products intended specifically for the female sex.
Of course, you should not take these associations as a guide to action. Remember that the color itself is not decisive, it is important to understand how it will interact with the forms of typeface and the sign of the future logo.
Most logos are single-color. This approach to creating a logo allows you to show the only important direction of the company. Several successful global companies use an entire color scheme in their logos. Just think of Google, Windows or eBay. This choice of colors tells the consumer about the wide range of products and services provided.
The latest trend in logo design is the use of patterns. This entails using not only contrasting colors, but a wide range of shades of the same color.
If the company for which you design a logo operates globally, treat the choice of color very carefully. The cultural sensitivities of the particular country where the company will be operating should be taken into account. For example, red is considered happy in China, while white is the color of sadness and death in India.
