Color plays a large role in marketing, even if you didn’t realize it. Many people choose their branding and logo colors based on their product or simply their favorite color, while others go with the standard red, black or white because it seems more professional to them. Not only can the color choice tell you something about the business owner, but consumers are also driven by the color in logos. When designing a logo, take into consideration what you are trying to achieve, who you want to attract, and what type of business it is for. That can give you more insight into what appropriate color combinations will be.
The Psychology of Color
Emotions and attitudes being affected by color is in no way a new phenomenon. For many years, psychologists have studies what influence color has on a business, from a change in their mood, to how they decide what to purchase. They have found that even the colors in a business logo can make someone want to do business with you, or cause them to look elsewhere. Knowing this can help you decide on a color scheme in order to convey the right message. Researchers have found that 84.7 percent of people use color as the guiding force for buying a product and ads that have color are read 42 percent more often than those that did not use color.
Business Logo and Color Choices
One thing you may notice is a trend in certain types of businesses and what colors they have chosen. There is a reason they have done this; because their logo designers know their target market and what they will be looking for. For example, a lot of luxury brands for perfume, accessories and clothing will have black, white, gold and silver used in their logo and branding. Take a look at the logo for Michael Kors, Prada and Chanel and you will see these sleek colors used. Red is often a color for food service, which is why McDonald’s, Wendy’s, Popeyes, and Pizza Hut use it in their logo.
Now that you know the importance, you might be wondering exactly what colors to use and why. Here is a brief summary of the primary colors used in logos and what emotions they convey, as well as the type of business they would be suitable for.
Black – Black is a standard color used in a lot of logos. It is best for industries like marketing, mining, cosmetics, construction, oil, fashion, manufacturing, and financing. Using black gives off a level of professionalism, accuracy, credibility, power, and strength.
Red – Red is often used for advertising, health care, apparel cosmetic, food, clothing, fashion, real estate, and entertainment. When you use red in your logo, your consumers will feel qualities of sexiness, danger, urgency, excitement, warmth, speed, and hunger.
Blue – Blue is a color exuding professionalism, focus, cleanliness, calm, credibility, business, and power. Use this for dental and medical industries, legal, corporate, scientific, high-tech, utilities, and tradesman.
Green – If your business wants to represent education, calmness, nature, organics, youth, nurturing, or adventure, use green in your logo. You will see green utilized for any ecological-type business, science, government, education, human resources, and tourism.
Orange and Yellow – Both orange and yellow and bright and happy colors, often used in food service, education, child care, human resources, entertainment, and technology. For orange, you get qualities like youthfulness, energy, dynamics, creativity, enthusiasm, and innocence. Yellow is similar, with additional qualities like invention, design, drive, and brightness.
Purple – Use purple for any type of massage, yoga, healing, spiritual, occult, tarot, astrology, or aromatherapy business. It draws in emotions like magic, religiousness, mystery, spirituality, love, and healthy well-being.