Why Colours Matter in Logo Design and Branding
Did you know that a certain colour can make a person buy a product or turn their nose up at it (resulting in a funny face and no sale…)?
Creating your brand colours is a big job and one that shouldn’t be taken lightly. Colours help shape your logo and are something that customers pay great attention to.
It’s time to turn the kaleidoscope and get a reading on what colours mean when it comes to logo design.
Red is a primary colour and a universal symbol for passion, anger and excitement. Red is a very popular colour choice in branding. Red would be a good colour option if you’re going for a loud, fun, playful vibe.
Different associations with red:
Red is also associated with sales. When you see a sale sign, the words ON SALE are most likely always in red (so are those big red important buttons to pay attention to and never touch!). The brain associates red with stopping and paying attention. It’s the clickbait of colours.
Yellow is cheery and friendly! You can’t see the colour yellow and be sad, can you? It’s science… Well, it’s Steady Studio science!
Companies that want to bring in customers in a positive, light-hearted and easy way should consider yellow for their logo design and branding.
Different associations with yellow:
When it comes to business, yellow represents energy and life. It engages people with a welcome smile. Kind of like how Amazon uses the checkmark under their name in the form of a yellow smiley face. Have you ever noticed that?
Yellow is also commonly used to target children and youth, think McDonalds (fast food for kids) and Snapchat (social media for youth).
Orange is similar to yellow in that it’s playful and fun. You could call it yellow’s fun aunt. It has its own personality and associations.
Different associations with orange:
If your business runs on playfulness and is artistic, orange may be the right choice for you! For example, the Nickelodeon tv channel for kids is orange and so is Fanta. Both zesty, playful and gives high energy (or sugar highs!)
Orange is also known for safety. Think about safety vests (usually in orange!) or businesses that help with home improvements done safely like Home Depot.
Green is a very fresh and natural colour choice for logos. Just like it reminds us of health and growth in day-to-day life, businesses have played on that too. Whole Foods has a green logo and their PR is all about eating whole, good foods that nourish your body.
Different associations with green:
- All natural
- Financial stability
Green is also associated greatly with money and wealth. Quickbooks, TD Bank and H&R Block are three examples of businesses that are cashing in on the richness that green logos bring.
Different associations with blue:
Another big reason companies use blue is for loyalty, honesty and trustworthiness. Since blue is a universally favoured colour, it’s a safe pick for business. It relates to one-on-one communication and inspires wisdom and predictability for customers.
It’s a comfortable, feel good colour that a lot of Realtors and mortgage brokers use (helps with trustworthiness, loyalty and reliability).