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 the artifice of
our culture. Graphic designers need to 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.
The use of colour can bring multiple layers of
meaning, from primitive responses based on millions of years of evolved instinct
to the complex associations we make based on learned assumptions. Companies can
use these responses to underline and accent their branding messages. And your
success as a logo designer will be boosted if you have a thorough understanding
of colour psychology.
What different colours mean
Every colour, including black and white, has implications for
logo design. As a designer you need to pick your colours carefully to enhance
specific elements of the logo and bring nuance to your message with the use of
shade and tone.
In general terms, bright and bold colours are
attention-grabbing but can appear brash. Muted tones convey a more
sophisticated image, but run the risk of being overlooked. More specifically,
particular meanings are ascribed to different colours in society...
·
Red implies passion, energy, danger or
aggression; warmth and heat. It has also been found to stimulate appetite,
which explains why it is used in so many restaurants and food product logos.
Choosing red for your logo can make it feel more dynamic.
·
Orange is
often seen
as the colour of innovation and modern thinking. It also carries connotations
of youth, fun, affordability and approachability.
·
Yellow requires
cautious use as it has some negative connotations including its signifying of
cowardice and its use in warning signs. However it is sunny, warm and friendly
and is another colour that is believed to stimulate appetite.
·
Green is
commonly used when a company wishes to emphasise their natural and ethical
credentials, especially with such products as organic and vegetarian foods.
Other meanings ascribed to it include growth and freshness, and it's popular
with financial products too.
- Purple speaks
to us of royalty and luxury. It has long been associated with the church,
implying wisdom and dignity, and throughout history it has been the colour
of wealth and riches.
- Black is a
colour with a split personality. On the one hand it implies power and
sophistication, but on the other hand it is associated with villainy and
death. More mundanely, most logos will need a black and white version for
use in media in which colour is not available – and there is currently a trend
for bold monochrome logos and word marks.
- White is
generally associated with purity, cleanliness, simplicity and naivety. In practical terms, a white logo will
always need to stand in a coloured field to make it show up on a white
background. Many companies will choose to have a coloured version and a
white version of their logos; for example, the Coca-Cola word mark appears
in white on its red tins and brown bottles but is used in red when needed
on a white background.
- Brown has
masculine connotations and is often used for products associated with
rural life and the outdoors.
- Pink can
be fun and flirty, but its feminine associations means it is often avoided
for products not specifically targeted at women.
These associations are not rigid rules, of course, but
they're worth keeping in mind as you make your colour choices. Remember that
the overall impact of your logo design will depend not on the colours
themselves but upon how these interact with the shapes and text.
To get the maximum impact of your chosen colour's
coded message, I normally stick with a single colour when creating a logo
design. That said, there are some very successful multi-coloured logos – think
of Google, Windows or eBay.
The implication of multiple colours is that these
companies are offering a wide choice of products and services. The multiple
colours used for the Olympic rings carry a message of diversity and
inclusivity.
A newly emergent trend in logo design is the use of
mosaic patterns and tessellation. These naturally require several colours,
ranging from contrasting brights to multiple shades of a single colour.
Start Small, Think global.
If
your client is a global corporation, choose your logo colour with care. There
are cultural differences in the way colours are interpreted. For example, red
is considered lucky in China, while white is the colour of death and mourning
in India. There's a good round up of the cultural connotations of different
colours here.
Finally, don't put too much focus on colour choice.
Consider that one in 12 of us suffer from colour blindness. Plus there's always
the likelihood that any logo you produce for a client will end up be reproduced
in monochrome, or even in different colours, as they see fit. So make sure your
colour choice reinforces and enhances the design of your logo – but doesn't
define it.
In Projecting your brand with colours, you need to be able to know what you represent. Make it worthy of acceptance.
I am still your PR Strategist.
Damilola Oladehin
@damioladehin
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