The Psychology of Colour Behind Logos
Though you may not be consciously aware of it, colour plays a major part in helping us to identify the different objects around us. As humans, we are extremely visual beings, with colour being a defining stimulus for our understandings.
We take meaning from colour, and companies have been using that to their advantage in their marketing and sales for eons now. There is a psychology to colours and the feelings and thoughts they provoke in people. When it comes to logos, graphic designers harness the power of the psychology behind colour combinations in order to help relay the message and morals of the company or business.
Colours can generate multiple conscious and sub conscious reactions from customers. With all the colours that surround us daily, what kinds of messages are they telling?
All colours have the capacity to influence the meaning behind your logo. Picking the right colours should not go overlooked in the design phase, so make sure you and your graphic designer are aware of what colours will best match your message, your market and your brand personality.
To help you out, take a closer look at the specific meanings behind colours:
Red: Passion, danger, energy and aggression are all closely related to the colour red. More than that, it has also been found as a stimulant for hunger and is commonly found on food chains such as McDonalds, KFC, Red Rooster and more.
Orange: Behind orange is innovation and modernisation. It is an approachable, youthful, fun and affordable colour.
Yellow: Usually used around caution signs, yellow holds both positive and negative connotations. It is a cowardice colour, but also has been showed to induce appetite. It can also be seen as bright, warm and friendly.
Pink: Femininity and womanhood is seen to be associated with the colour pink. It is a fun and flirty colour, and used heavily amongst women-centred products.
Green: Unsurprisingly, green is heavily associated with nature. It is widely seen on ethical or organic foods, and has been widely linked to vegan and vegetarian food products and services. Adversely, it is also commonly used in finance, as green is linked to money.
Blue: Widely used within the corporate world, blue carries a sense of professionalism, sincerity, calm, dedication and honesty. Commonly seen aligned with government bodies and official positions, blue is also linked to success and authority.
Purple: Luxury and royalty are all associated with the colour purple. It has a long stance as a colour related to the church, and holds the meanings of wisdom, dignity and wealth.
Black: The colour black carries a variety of meanings. Often, it is linked with sophistication and power, but it is also commonly linked with death.
White: Associated with cleanliness, simplicity and purity, white is arguably the most commonly used colour within logo designs. Most logos are set against a white background, and contain white within it as a break-up colour.
Of course, there is no strict set of rules behind the meaning of colours, but taking this kind of psychology into account is definitely a strategic and important part of logo designs. It may also be worth conducting your own research into what specific colours mean to your target audience – for instance, red is associated with luck in China.
Get the right logo design for your company today by talking to our skilled graphic designers at Nothing But Web.