Colors mean everything to us as we are surrounded by them. Colors can seem to fascinate any age group, from a kindergartener to an adult. Colors can tell stories, convey emotions and make everyday items shine.
Our psyches are modified to react to colors. The subconscious cues we get from colors mold our considerations. As people, our very endurance is held tight with the distinguishing proof of colors. We stop our vehicles for red lights and go on green. We take a gander at the color patterns of specific plants and creatures to decide if they are alright for us to eat or to touch. In short, colors are an essential part of our everyday lives.
Color plays an essential role in logos, and it’s probably the most effective non-verbal communication our civilization has developed. Visit Times Square in New York, and you’ll see logos vying for your attention. A few are more subtle, others louder.
The important aspect of color as a designer is understanding the meaning behind the colors we choose.
What are some specific colors chosen by famous brands, and how did they use them to their advantage? Let’s see.
Raise The Energy Level With Red:
Red represents: Action, Adventure, Aggressive, Blood, Danger, Drive, Energy, Excitement, Love, Passion, Strength and Vigor
The color red raises a person’s pulse rate when they look at it. This warm, exciting color is also sexy and potent. It symbolizes blood and romance, as well as stop signs and classic roses.
The power of red stands out well in the entertainment industry, including on Nintendo’s logo, which is a simple rectangle with bold lettering. Netflix also employs the power of red in its logo, which is a simple rectangle.
Red makes people feel more compelled to buy, especially when in the last hours of a sale, which is why K-Mart and Target also use it.
Coca-Cola’s logo and advertising capitalize on red’s welcoming allure. The drink is associated with positivity and affection owing to its logo and advertising.
Bring Out The Confidence With Orange:
Orange represents: Affordable, Creativity, Enthusiasm, Fun, Jovial, Lighthearted, High-Spirited and Youthful
It is a composite of the colors red and yellow and can represent attributes from either color. Orange is a little more lively and playful than red. You may find it used in logos to create playfulness or to stimulate emotions and even appetites.
Orange is a color that stands out in a crowd and that tells whoever looks at it, “I’m not afraid to be in the spotlight.” Orange is creative, youthful, and enthusiastic.
In addition, through the use of orange, the company not only manages to stand out, but it also manages to be both tough and attractive. Harley Davidson uses orange most notably in its logo; pairing it with black and white takes away some of its “in your face” qualities.
A lot of kids tend to gravitate toward orange colors, from colorful splatters on Nickelodeon to orange-flavored sodas like Fanta and Crush.
Be Optimistic With Yellow:
Yellow represents: Caution, Cheerful, Cowardice, Curiosity, Happiness, Joy, Playful, Positivity, Sunshine and Warmth
Yellow is a bright color. Since it is like the sun, it evokes a feeling of positivism and clarity. Yellow is also a rich color; it brings to mind gold and treasure. Another good thing about yellow is that it stands out in crowded surroundings.
Sun Chips use the color yellow to evoke images of our closest star, our nearest neighbor. But different brands use yellow in different ways. For example, McDonald’s golden arches are fun and playful, while UPS’s brown and gold shield looks dignified.
The CAT logo uses yellow in an entirely different context. Their machines are vital in construction, where safety reigns supreme. Yellow symbolizes caution.
Free Your Imagination With Purple:
Purple represents: Ceremony, Expensive, Fantasy, Justice, Mystery, Nobility, Regal, Royalty, Sophistication and Spirituality
A brand that harnesses purple’s regal, “anything is possible” vibe to draw in customers who are looking for an experience that is out of the ordinary, can use the color as a visual cue to create a buzz among their target audience.
Purple’s warmth and coolness are combined in its red and blue components. That is why it is used in a lot of luxury or educational logos.
It’s no surprise that brands use purple, such as Syfy or Australian hair. These brands use the color carefully paired with a bold sans serif font that fits their content. Additionally, Aussie hair products also use purple; styling hair is an expressive endeavor that always involves discovery.
With purple comes wisdom, and greeting cards offer wisdom, and serving as a mentor to children suggests someone with wisdom who’s willing to jump into new ventures. Hallmark and Big Brothers Big Sisters both use purple.
Dependability Comes With Blue:
Blue represents: Authority, Calm, Confidence, Dignity, Established, Loyalty, Power, Success, Secure and Trustworthy
In a professional logo design, blue is probably the most popular color as it could be seen extensively in government, medical, and Fortune 500 company logos. Blue can inspire feelings of authority, success, security, and stability. Most people have at least one shade of blue they like.
The color blue conveys strong, dependable, and tranquil feelings. Just look at an endless blue sky on a clear day and you will fully realize how calming it really is. Indeed, blue conveys strength, dependability, and tranquility.
The blue logo is trustworthy, so technology companies, like Dell, IBM, Intel, and AT&T, make products that people believe they can trust over and over again. Appliance companies, like GE and Ford, also make products with it.
Essentially, blue is the go-to color for any company that wants to show professionalism, reliability, and hardiness.
Embrace Life & Nature With Green:
Green represents: Crisp, Environmental, Fresh, Harmony, Health, Healing, Inexperience, Money, Nature, Renewal and Tranquility
While Earth is a blue planet, there’s still plenty of green here too. Green brings a sense of calm and relaxation as well as representing growth.
You can often see the color green used by companies attempting to portray themselves as environmentally conscious. It can also represent jealousy and inexperience.
There are many labels that utilize green to represent the environment. Brands like John Deere, Animal Planet, and Girl Scouts all use this color. In fact, these brands aren’t the only ones to utilize green, as Whole Foods uses this color to symbolize health.
Be Elegant & Bold With The Classics: Black and White:
It’s technically correct that black and white aren’t colors — black is the absence of color, and white is the whole spectrum of colors. That’s why black and white — like other neutral hues — make great logos.
The use of black with white combines the balance and simplicity of black and white logos. Nike and Puma use black for its edgy vibe, while newspapers and other publications choose black and white for its simplicity.
A logo often features a gray background, especially with a silvery finish. Car companies such as Mercedes-Benz and Honda have logos that feature silver.
Color psychology is a profound subject that both scientists and people are fascinated with. However, anyone should grasp the fundamental concepts and use them to create a successful logo.