What is the best color for your logo?
When choosing colors for your new logo, brand identity, and your new website, you not only have to consider color theory to make it look great, but also think about what emotional responses you want to receive from your target audience. Research shows that people make up their minds within 90 seconds of their initial interactions with either people or products. About 62-90 percent of the assessment is based on colors alone. So, color is unbeatable when it comes to communication.
Color psychology is the study of how colors affect human behavior, mood, and impression of others. It is a form of color theory that assigns psychological and emotional connotations between colors and emotions. It can affect your mood, your wants, your reactions, etc. Many have a universal effect on the brain, while some are subject to cultural, personal, or situational factors.
Color is memorable. Think of McDonald’s yellow arches, Home Depot’s orange logo, or Starbuck’s green logo. It is important to understand people’s association with colors before creating a new brand identity for your business.
Through color, a brand can establish an effective visual identity, form strong relationships with a target market, and position itself among competitors in the marketplace.
RED
Red attracts strong emotions, such as love, passion, and anger. It attracts attention more than any other color, at times signifying danger.
- Excitement
- Strength
- Power
- Passion
- Love
- Energy
Red is said to trigger appetite. Therefore, it is extensively used in marketing in the food industry. Brands including Coca-Cola, McDonald’s, KFC, or Lay’s are prime examples. Another example are brands that are associated with strength, energy, and confidence use the color red in their logos, such as Target, Coca-Cola, YouTube, or Netflix.
orange
Orange combines the happiness of yellow and the energy of red, and considered bright and persuasive. It promotes positivism, rejuvenation, and communication.
- Confidence
- Bravery
- Sociability
- Success
Orange is associated with sunshine, joy, and the tropics.
yellow
The color yellow produces a warming effect, arouses cheerfulness, generates muscle energy, and stimulates mental activity. It unblocks mental blocks and encourages people to create new perspectives. Studies have linked yellow with increased activity of the left brain, which is considered the side of the brain in charge of rational thinking.
- Happiness
- Optimism
- Creativity
- Warmth
- Cheer
Bright yellow is an attention-getter. That’s the reason why taxis and school busses are painted yellow!
Yellow is the color of forward-looking brands such as Shell, Sprint, and Best Buy. Brands like Nikon and Post-It chose yellow to demonstrate creativity.
green
Green is a primary color that is typically associated with nature. It represents health, purity, and freshness, green has been associated with brands that encourage growth, vitality, and productivity. Green slows human metabolism and produces calming effect and is , therefore, associated with tranquility and calmness
- Nature
- Freshness
- Growth
- Quality
- Healing
- Safety
Brands that chose the color green are Whole Foods, BP, or Starbucks.
blue
Blue is associated with a calm serenity, think of the ocean or a still body of water. It represents a sense of inner reflection and often results in lower heart rates.
- Competence
- Loyalty
- Trust
- Authenticity
- Peace
Many technology brands who want to demonstrate serious values such as intelligence and trust use some shade of blue in their logos. Think Facebook, LinkedIn, Twitter, Dell, AT&T, or HP. Brands such as Ford, American Express, Pfizer, or Intel want to be associated with precision and high loyalty.
Colors related to blue are Teal or Turquoise.
pink
The color pink varies greatly depending on it context. It represents a gentle kind of love, and stands for tenderness, vulnerability, and youth.
- Sincerity
- Compassion
- Sophistication
- Sweetness and innocence
Pink is mostly used in female-focused brands, but has also made its way into progressive brands such as Lyft.
A color related to pink is Salmon.
purple
The color purple is related to its parent color red, and, therefore, often associated with luxury and power.
- Luxury
- Royalty
- Ambition
- Spirituality
Purple is now being used by several tech companies such as Yahoo.
Colors related to purple are Indigo, Violet, Lavender, Mauve.
brown
The color brown is traditionally associated with seriousness, stability, and wisdom.
- Trustworthy
- Dependability
- Reliability
- Resilience
While light brown represents honesty and stability, dark brown is considered mature, predictable, and dull.
black
Black is highly versatile, and depending on the context, can be seen as elegant, mysterious, or even depressing.
- Sophistication
- Formality
- Security
- Dramatic
While black denotes strength and authority, it is also often associated with fear and the unknown, such as in “black holes’, or has a negative connotation as in “blacklist”.
Brands such as The New York Times, Gucci, or Luis Vuitton have a formal back logo, and Nike and Puma’s black logo have an edgy vibe.
white
White is the universal color for purity, innocence, and wholeness. It is highly creative, and invites to openness, reflection, and awakening. The color white gives a sense of efficiency and perfect cleanliness.
- Simplicity
- Innocence
- Honesty
- Cleanliness
So, what is the best color for your brand?
The best colors for your brand are the colors that:
Visually connects with the benefits or experience of your brand
Find a color that brings to mind a vision of your brand – suggest what you offer, your product’s benefits, or how you make your customers feel!
Are appealing to your ideal audience / customers
Choose the colors that are attractive to your potential buyers.
Are distinct from your competition
Be consistent with your colors, and make sure it stands out from your competitors.
Need Help?
Learn more about corporate branding in our recent blog post “Why A Strong Business Begins With Corporate Identity” or let’s schedule a free consultation and find out how we can help your business to stand out from your competitors!
