In a world where we’re inundated with ads everywhere we look, attention-grabbing visual branding has never been deemed more important. Your logo needs to be able to withstand time and be classical, yet also stick out amongst your competitors and make a lasting impression with potential clients and customers.
Color theory has long been one of the most controversial & debated topics in marketing, with some experts believing a simple wrong shade can lead to the demise of a company’s likeability. Our brains register colors before typography and images!
Research continually highlights that color preference isn’t just a one size fits all – you have to consider people’s personal choices, cultural differences, childhood, life experiences, and the situation in which they’re exposed to the color.
It’s a lot to consider, right?! Well, keep reading, as we’ve got some tips on which colors work to evoke different emotions, to give you a headstart on choosing colors to start developing, or re-developing your brand.
Is there the perfect logo color?
In short – no, there is no one perfect color that will guarantee your success. However, there are definite color patterns and broad behaviors associated with colored branding that you may be able to work to your advantage, depending on your business goals.
Another study found that consumers make their decision on a product’s branding alone in the first 90 seconds, and around 62-90% of their initial interactions were based on the colors alone. It’s never been so crucial to nail your color marketing and ensure your chosen color effectively reflects your branding messages.
By now, you’ve more than likely established your branding, including the color of your logo and landing page. While it’s never too late to change your branding, here’s a look into what a large portion of the population (and plenty of experts) associate your colored branding with:
YELLOW: Optimistic and Creative (Subway, McDonalds and Nikon)
It’s not called the “Happiest color in the world” for nothing, and yellow certainly evokes hope, cheer and optimism to everyone that sees it. However, yellow can also be used as a cautious color and cause eye strain, so be sure not to overuse it.
ORANGE: Playful and Confident ( Nickelodeon, Fanta and Amazon)
The perfect mixture of boldness from red and cheerfulness from yellow orange is an extremely popular color for fun and seemingly carefree brands. It’s the ideal color for brands who strive to be seen as light-hearted but still are extremely confident in the brand.
RED: Energetic and Provocative (Netflix, Vodafone & Coca Cola)
Known as a disruptor, red can provoke people and is certainly attention grabbing. It evokes a visceral response, causing the viewer to breathe more rapidly and their heart rate increase. A lot of fast food chains use red as it instantly draws your attention and helps to navigate cars from the road to the chosen fast food outlet.
PURPLE: Sophisticated and Mysterious (Cadbury, Hallmark and Curves)
Proven to be one of preferred colors for a purely female audience, purple is often associated with royalty and elegance. It’s perfect for beauty products and is also linked to spirituality and nostalgia at times.
BLUE: Dependable and Trustworthy (Paypal, Twitter and Samsung)
Universally recognised as the color of trust, blue happens to be the most used color for logos and branding in the world, with an estimated 33% of all brands choosing to use blue. Blue can help to put people at ease, and reassure them that a brand is trustworthy and responsible.
GREEN: Wealth and Health (Spotify, Android and Woolworths)
One of the most common connections with a green logo is that your brand is somehow environmentally friendly. The color of vegetation, green can invoke feelings of relaxation, healing and is extremely popular with organic and ethical brands.
BLACK: Timeless and Valuable (Prada, Chanel and Gucci)
Simple, to the point and classical. Black is a ‘no-frills’ color, allowing the product or service to be showcased and the main focus rather than anything else. Black brings feelings of sophistication, and brands that want to be seen as well-established and elegant are more likely to use black.
No matter what color you’re using, make sure you really think about whether it’s going to appeal to your targeted audience and that it’s sending across the right message.
OVER TO YOU
We’d love to know – what color is your logo and why did you choose it?