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Logo Design: How To Pick The Right Colour

Color is only beautiful when it means something

Robert Henri

Before creating your logo you need to know the significance of, at least, certain colours because this is such an integral part of graphic design. Having or getting the right colour palette for your brand, the one which will pass a message which meets your goal is crucial. choices also give your logo depth by nurturing a visual connection to your brand’s values and personality.

The right combination can visually communicate the feeling your company is projecting to consumers. While it is obvious that some colours are more appropriate than others, at least at an aesthetical level, you should get to know the psychological effects of each colour so you know you made the right choice for your brand. For example, it’s very odd to see a law firm with a bright neon logo.

Since this is such an essential step, this guide will help you explain the meaning of some of the colours.

Red

This colour is usually associated with passion, heat and anger. This primary colour is considered a high-arousal colour, often stimulating people to take risks. It has also been proved that it stimulates the senses and raises blood pressure, it may also arouse feelings of power, energy, passion, aggression, love or danger.

Red is a popular colour in branding. If you’re looking for a loud, playful, and young brand image, red is an ideal option. If you prefer a more understated, conservative approach, red shouldn’t be on your colour radar.

Orange

Like the fruit, this colour is stimulating energy. This colour is a beloved one of the food, art and sports industries. While in some cases it is used to evoke the appetite, in other cases it suggests creativity and playfulness. Since this is a colour which stands out a lot of people usually use it to catch people’s attention. If you pay attention this is a commonly used colour in brands which focus younger people/kids.

Yellow

This is colour is one of the most commonly used in warm colours, even if sometimes it’s just used as a second colour. Yellow is a warm colour that invokes the feeling of happiness, warmth and relaxation. However, this colour stimulates brain activity and cheerfulness. Generally, it doesn’t play a central role in logos and is sparingly used to highlight important features of a logo. Used alone in bright shades, the colour can be overpowering which is why it is a difficult colour to use. Yellow is most commonly used by the automotive and food industries.

Green

Green is the colour most associated with nature. Logos using a large degree of green convey freshness, growth, and harmony. As opposed to red, green is the colour used to signal safety. It has also been shown to be the colour that is easiest on the eye. Green is a colour commonly seen in promoting medical products as it coveys healing, naturalness, and safety. Thanks to its deep association with nature, green is also often the primary colour seen in all-natural and eco-friendly brands. Lastly, a duller, darker green is associated with money and is often used in the logos of financial institutions.

Blue

Like the well-known song “I’m blue da ba dee da ba daa”… this is the most popular colour and it’s the most common people’s favourite colour. This explains why it’s the most used colour on logo design, and this is because of important matters! Blue is a deep, calming colour, conveying thoughtfulness, serenity, and wisdom as well as safety. It also represents loyalty. Blue is often used in logos for brands that market purity and cleanliness. Blue also has a very cerebral association and is often used to promote brands in the technology industry.

Purple

Purple is the colour of royalty and conveys wealth, luxury, and power. Containing elements of both blue and red, purple is associated with the calmness and wisdom of blue and the power and strength of red. According to multiple surveys, 75% of children prefer purple to any other colour. Purple is also seen as a feminine colour. Thanks to all of these aspects, purple is often used in logos that promote children’s products, products marketed towards women, and some luxury items.

Black

Black is associated with power, formality, elegance, and death. It is a mysterious colour that is often used to convey the unknown. While it often has a negative connotation, black does signal strength, authority, and prestige. While it is often used on its own, black is usually most effective in logs when combined with other colours. It contrasts well with bright colours, and when used with colours such as red and orange it can convey a very aggressive message. Black also mixes well with white to create a classic that conveys sophistication and class. While black is a colour used by a wide variety of companies in their logos, it is most commonly seen in luxury brands.

Takeaways

If there’s an important takeaway from this information it’s that the colours you see on a daily basis on logos, from large companies, are rarely chosen by accident.

The colours used in your logo are essential in getting across your desired message and branding which your company chose as one that will be the most appealing to its target audience Fortunately, good designers know the importance of choosing the right colours, and they put a lot of effort into picking colours and colour combinations that will not only be visually appealing but will also convey the desired message of your brand.

The meaning of colours in logos isn’t an exact science, and while there are a lot of studies showing how we perceive certain colours, choosing the right ones for any given logo is just as much an art as anything else. Nevertheless, do have meaning, and picking the right ones for your logo is definitely something you and the artist you work with should thoroughly consider.

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