We humans are psychologically hardwired to be attracted to colors. Visual stimuli is one of the most powerful messaging techniques that allow the viewer to give meaning to what it is in front of is eyes. Each color has its own connotations and this makes each color convey a different meaning altogether. But what purpose does it serve in logo design? The answer to that question is very simple yet quite intriguing. A simple thing such as a certain color can make the viewer get an altogether different message from your logo altogether. The color tends to represent what your business is all about and above all it signifies your mission, vision and what values you are trying to portray. Most companies opt for a two to three color based theme for their logos, single color logos are quite rare and even if they exist, the single color has different shades in the same logo.
We have learned to associate meanings with each color due to millions of years of evolving as creatures that instinctively live through data gathered through our senses out which we are the mostly inclined to rely on visual information. An in depth understanding of color psychology can put you into a better position to design a logo. As a creative professional you have the liberty to choose from a wide array of colors and play with their shades and give different nuances to each one. Lets delve into the world of colors and see for ourselves what each one has in store for us as its identity:
White: A symbol of purity and sophistication since time immemorial, it portrays surrealism, calmness and cleanliness. But if your logo happens to be white it needs to be portrayed against a colored background, this can be quite tricky as you have to make sure that your symbolic appeal of sophistication is put against a background that also makes it meaning remain the same even if now it is accentuated a bit. The focus should be on the white.
Red: Red symbolizes aggression, power, danger and above all passion. Red is known to be an appetite stimulant and that’s probably the reason it is part of the logos of a wide variety of food related business. Using red can make your business look to have a go getter approach and a dynamic outlook.
Orange: Well, this one has limited usage as it symbolizes the word “innovate” and is most often used by tech companies to identify their logo with their free minded and forward thinking approach.
Green: This one has been clichéd into being a color which is associated nature and organic materials. It signifies a company’s connection to the environment and Mother Nature. Green in recent times has also been associated with monetary and financial connotations.
Blue: Blue makes it easier to convey professionalism and serious mindedness. If a company wants to portray itself as a organization that values integrity and authority, then blue is the color it should go with.Black: We have been fascinated by this color since forever. It is one of the most mysterious of colors as it can signify loneliness and gloominess on one hand and Power on the other hand. This color is one of the first preferences of artists when designing something and as the primary base color for outlines and demarcations; it carries a lot of significance. Use it sparingly.
Purple: This one is reserved for the show of royalty and wealth. In older times, it was the prime color of the church in Europe and that has made it signify dignity and more importantly wisdom.
One of the most important things to keep in mind when thinking of colors for logos are their cultural implications which should be carefully taken care of in this globally connected world where white is color of mourning in South Asian countries and red is considered to be rewarding and a harbinger of luck in China. In the end it boils down to the designer who has to make the choice on the color with which the logo would be created. We hope this will help in understanding how to define colors for your logo and assist you in designing great logos for your business.