Source: The Logo Company
The world is such a colorful place. Everday, our eyes lay on a myriad of hues around us. Ever wondered, if these colors have any effect on our moods, behaviors, and feelings?
Well, guess what, they do! While it may be down to personal preference, culture, or the general environment in which you’re living in, the way colors affect your mood might be described in terms of some general concepts associated with each color.
Warm colors such as red, yellow, and orange, are known to evoke emotions ranging from feelings of warmth and comfort to feelings of hostility and anger. On the other hand, cool colors such as blue, purple, and green, are known to elicit calmness, but also indifference or sadness.
Moreover, even though there have been very little research on this area of color psychology, it can’t be denied that colors have a great contribution to the way marketing, and branding work.
YELLOW for instance evokes feelings of optimism, clarity, and warmth. It is a rich color, and its vibrancy helps it stand out even in busy surroundings. Just take for example the golden arches of McDonalds’, you can see it even from a kilometer away in a busy highway.
RED, on the other hand, is often associated with feelings of urgency, romance, and excitement. Because it packs a lot of punch, most logos with this color are often simple and with no imagery at all. As an example, look at Nintendo’s or Canon’s logos.
PURPLE is known to stand for royalty. Fun fact, it is because the purple hue rarely occurs in nature. Hundreds of years ago, it would be very hard to make it from scratch. As such, the rarity of such color made it very special during the olden days, making it befitting for any royalty. Today, it resembles images of grandeur, and mystery. It activates the imagination.
BLUE being the color of the sea and the sky, elicits feelings of calmness, tranquility, and strength. Because of its trustworthy image, it is often used by technology brands, like HP and IBM. If you want people to feel like they can depend on you at the end of the day, use this color for your branding.
GREEN is associated for serenity, peace, and growth. Being the color of mother nature, it is often used by eco-friendly companies, or brands that are all-natural. It is also known for being related to things that are healthy, i.e. Healthy Options or Whole Foods. Think salad. Haha!
Lastly BLACK and WHITE, are trending at the moment for its minimalist style. Technically they are not colors, as black is the absence of all and white is the combination of all. However, technicalities aside, these have been very popular as of late. You have new brands popping up, coffee shops, clothing stores, and a variety of start ups, with very minimalist logos. They either just use the brand name in a simple black and white font, or a very clean imagery. Some old brands, have been using this scheme like the Nike swoosh logo or the Puma one. Also, the ever popular Apple products are one of the frontrunners in the whole ‘less is more’ look.
There you have it, a short introduction to the psychology of colors, and a few illustrations of how brands have been using them. This is just the tip of the iceberg. There are a lot more factors that entail designing a good and effective logo. Colors is just one of them. The most important thing is to know what you want to represent, and the personality or the feeling you want other people to perceive of you as a brand.
BTW, what is your favorite color? Leave a comment below. 🙂