Understanding the psychology of colours is vital to designing an effective logo, The human mind is highly responsive to visual stimuli, and colour is one of the major defining factors in that response. On both a conscious and subconscious level, colours convey meaning – not only in the natural world but also within our culture. Designers harness the power of colour psychology to bring resonance to their designs – and in no field is this more important than that of logo design.
Colour is the first thing you see in every logo, even when it isn’t the main element in the design. Our brains respond to the sensory language of colour before we even process words or context. Yet, colour is just one part of the story.
Think of a logo colour scheme as a vehicle for interpreting your brand personality. A strong combination evokes the right emotions from your audience, while a weak one is confusing.
Armed with a clear brand story, you can choose colours that capture the feelings behind your brand. Need inspiration to get started? Keep these point in mind to help you choose the best logo colour schemes for your business.
Industry design standards: Logo design presents a tricky dilemma. You want a logo to be unique and stand out from the crowd. On the other hand, people expect you to stick to design principles that define your industry. Have you ever noticed that red is the most commonly used colour in the restaurant industry? That’s because red is a bold colour that evokes excitement, energy, and hunger.
Since blue symbolises trust and security, it’s the most common colour for tech, financial, and communications companies. Eco-conscious brands tend to go with green, while purple is a popular choice for products that are indulgent or creative. Black reigns among luxury brands, and yellow is ideal for products linked to confidence and optimism (more on colour meanings in a subsequent article).
Use industry standards as a starting point for your ideas. Being different is fine, but it should never be an accident. If you decide to stray from the norm, make intentional branding choices that add to your story.
Brand personality and values: Normally, you wouldn’t judge a book by its cover. But with logos, it’s smart to think on a basic level first. When you choose colours with stong associations, you can influence a viewer’s reaction.
Try coming up with a list of traits, emotions, and action words to describe your brand personality. Is your business authoritative? Traditional? Upbeat? Playful? Trendy? Edgy? Innovative? Sophisticated?
What colours come to mind when you think about your brand values? Are you imagining more than one colour? Colours that interact well from a visual and branding standpoint make the perfect foundation for a logo colour scheme.
Next week…fundamentals of colour.
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