From when we are babies we learn the importance of colour and how it helps us process the things we see in our everyday life. Take traffic lights, for example, the red, amber and green all control our lives for a few minutes a day, so colour plays a big part in our lives. Apart from just standing out from the crowd, brands also use colour to express themselves and add meaning to what would otherwise be dull and boring.
“Why should you use colour in a logo?”
Colour in a logo is important, it helps establish a certain identity and expresses moods which the consumer can relate to. For example, the uses of red can imply attention, stimulating and passion. This is why brands such as Netflix use Red to grab the users attention and keep them engaged. Another example is Blue, which people associate with trustworthiness, security and responsibility. It’s no mistake why most police forces around the world use Blue as one of their main colours and also use blue and white tape to cordon off areas in a time of danger. This is so pedestrians know that the area is a secure and trustworthy authority is on hand.
Take the iconic Red Bull logo, does it have the same impact when it’s not coloured red and yellow? The red and yellow provides a sense of passion, emotion, aggression and intensity. The designers of the logo didn’t just choose the colours because that’s their favourite, they chose them because they have a purpose in their role in engaging the consumer.
Do you want your Mcdonald’s logo to look secure and trustworthy? No. That’s why the geniuses at Mcdonalds used Yellow to help evoke freshness, warmth and energy. (We’re not sure how much of that is actually true.) Do you see how a simple design like the Mcdonalds arches, which we see regularly are tailored to induce our mood before we enter a Mcdonalds?
The use of colour can have a big psychological impact on the brain, playing a part in the impulse decisions we make each day. A certain colour can be the reason we change our minds at the moment of reaching for a drink. We become so immune to the impulse decision that we forget the influence these colours have in our lives. But somewhere the designer of that bottle or can is sitting down, stroking a cat and doing his evil laugh on repeat. (We hope not.) Last but not least we have…
Does the logo on the right make you want to crack open a cold one? The brown with it’s earthy and simple tone and the natural, peaceful and healthy green. (If it does, we honestly have no words.) The Fanta logo screams energy, creativity and fun, which the colour orange is widely associated with. When creating a logo or colour scheme, it can be useful to match the brand to certain personalities and attach colours to them accordingly. So if we wanted a fun and energetic brand we might use Orange as the primary colour.
To sum up, colour in design and logos is probably the most important decision and should represent the brands values, beliefs and what you want your client/consumer to first think of when they see your brand. The first thing a customer sees is the logo and the colours on it. So be sure to grab their attention and send the right message to them straight away.
To see how iirth can help with your branding needs, contact us today.