Psychology of Colour 2020-Trade Travel Journal

TradeTravelJournal|The Psychology of Colour in Logo|Imagine standing outside of a store and being terribly confused, wondering if only to go in and make a purchase, because the store logo design looks so dull and dated like it seems to have travelled personally from the eighteenth century. At these times and age when we are so influenced by what we see in the colourful contents of social media pages, make our purchase decisions based on what is in trend and what’s not, it is unsurprising that we end up associating product quality more with brand image, endorsements, logo designs and colour than with the actual product itself. And why not, colours are everywhere in nature, in flowers that adorn our gardens to the dynamic wildlife that lives in the forests to our emotions that reside in the depth of our hearts, colours are what make our life exciting and our art pop out. 

Thus it comes as no surprise that more and more entrepreneurs are closely following their customer preferences and developing a keen interest in innovative and colourful designing palettes in sync with their entrepreneurship vision to boost their brand image. But how important is colour in your logo design and how can you incorporate it articulately so that it neither appears too loud nor appears bleak and washed out. In this article, we provide detailed know-how on how to develop and articulate taste in the colour spectrum that will enable you to create your perfect Logo design that is appropriate and does not tip the balance in either direction.

The beauty of Red:

The colour of love, energy, vitality, warmth and comfort, the colour red invokes a range of emotions in our mind. In the crevices of an intense red rose lies a passionate emotion that inadvertently attracts our attention without intruding. Unsurprisingly thus red is the colour that logo design service providers resort to when developing a logo design, designed to grab attention. Take, for instance, Red Bull, the company cleverly uses the red and yellow colour palette to emphasise energy in their energy drink product Red Bull, which sings in perfect harmony with their motto, “Red Bull gives you wings”.

Does that mean, when in doubt, you are going to splash in hues of red to create logo designs? Absolutely not, indiscriminately using a dominant colour like red without evaluating its significance with relation to the company motto is definitely a match made in hell. If it suits your vision then sure go ahead with red, if not then continue reading the post to get some more inspiring and unconventional colouring ideas.

The femininity of Pink:

Sombre and light, the pink is a feminine tone that is associated with innocence and sensual delicate fragility. Take, for instance, Barbie, now we might or might not agree with the impact of barbie on young minds, but barbie as a brand has successfully incorporated pink in brand logo design both as a signature element and also as their allegiance to specifically marketing products that are aimed for young girls. Likewise, when speaking of pink-themed logos, another brand that comes to mind is “Victoria’s Secret”. The brand specialises in luxurious perfumes and lingerie items, products that are particularly aimed for young women. This kind of logo designing strategy is very important when you want your brand to resonate with your target audience and in both the cases, the companies use our deep-rooted psychological conditioning that automatically associates pink with feminine beauty to market and promote their products.

The power of Blue:

In the real world, people are heard to suffer from Monday blues now and then, the graphic Logo Designing world seems to be immune to it. Since, from PayPal to FaceBook, from Twitter to WebMD, if there is a colour that is killing it in the designing arena, that would be the colour blue. Quite over-represented, blue seems to be every designer’s favourite colour and for quite good reasons too. Psychologically blue induces feelings of confidence, loyalty and sincerity, and as an entrepreneur what more can you want from your customers other than to be utterly and completely loyal to your brand. But be careful with the colour, before you get carried away and paint your entire town blue, remember unbalanced, unproportionate use of the colour can drive your customers into a melancholic depressed state which can be detrimental to your success.

Optimistic Yellow:

“Look at the stars, everything you do, yeah it is yellow”. No sir, we are not testing you jazz, blues or pop culture aptitude, we are speaking of the colour yellow. Perhaps the most underrated and under-represented colour in the logo design palette, the colour yellow is not favoured by logo design service providers for reasons that are beyond the scope of this article. However, wonderful, lively and refreshing, we can say for sure that yellow is a very promising colour if used in the correct context. And a brilliant practical example of such is the brightly hued MacDonald’s logo. At times, when the world was averse to using the colour yellow, Mcdonalds infused the optimism of the colour with their brand identity to push their brand image in the family and kid-friendly category to become one of the most recognisable faces in the industry.   

Positively Green: 

“Even in winter, it shall be green in my heart”. Indeed green is the colour of the spring, of vibrancy, of growth and revival, green makes people feel safe. And with people trying to be in close association with nature more than ever before, green is actually quite in demand. Psychologically the colour green is associated with serenity and peace; however, green also signifies monetary gain and thus growth. However, the colour green is yet to become mainstream, so if you are aiming for an unconventional look, one that will wow your customers and inspire them to think, then definitely go green.

Elegantly Monochrome:

In logo designing, one thing that is referred to by the who’s who of the graphic designing world is the elegance of monochromatic designs. Black and white which are not colours at all as it turns out are actually the safest options in the colour palette when it comes to logo design. Simple and elegant, monochromatic backdrop like the one that is employed by Chanel and Dior, is the epitome of effective Logo designing. The only catch is that if not done right over-dependency on monochromatic themes can be deemed dull and lacklustre.

Unconventional, quirky, beautiful, elegant or simply efficient, whatever be your requirement, never shy away from incorporating a little colour in that insignia, that is your brand Logo. The only thing that needs to be kept in mind is that the colour spectrum should be chosen carefully so that it teams with your products and projects a uniform message to your audience.