Image credit: Color wheel from Shutterstock
When it comes to designing your business logo, it’s important to be conscientious about what colors you choose to go with. Certain colors can increase your sales, whereas some can have a negative impact on your business. Color greatly affects human emotion and – as a result – human behavior.
Understanding the basics of color psychology, especially how color affects the minds of consumers, will help you design a logo that will maximize your business’ potential.
Color Evokes Emotional Responses
While there aren’t any universal rules to color psychology – since different cultures have different connotations for certain colors – there are some basic generalities. These generalities are important to keep in mind, since they explain how certain colors evoke emotional and behavioral responses from people.
Green: Increases Productivity and Creativity.
Green is considered to be a color of positivity, nature, growth, and prosperity. Research shows that green enhances open-minded thinking and boosts creativity. If you want to increases productivity within your company, you may want to think about painting the workspaces green.
Using this in your logo will give customers a positive feeling toward your brand. It’s a trustworthy color, and one that is considered prosperous. Example: Starbucks.
Red: Powerful, but Aggressive.
Red reduces analytical thinking. It gives a short burst of energy, increases heart rate, and raises blood pressure. That energy is short-lived, though, since red cuts down on analytical thinking. There have been studies conducted that show competitors in tournaments (such as athletes) are more likely to lose to opponents that are wearing red. Students exposed to the color before a test perform worse than when they were not.
Since red is often considered the color of passion, it denotes power and strength. Used in small amounts, it can draw the eye in and catch consumer attention. Too much red is off-putting, however, since it’s considered quite assaulting. Find a happy medium, and it could be quite effective.
Red is best for food companies, since it stimulates the appetite. This is why many restaurants and eateries use red inside their establishments.
Blue: The Safest Choice.
Blue is one of the most popular colors around the world. It’s calming, positive, and trustworthy. It’s the color that most evokes feelings of honesty, trust, and dependability.
Blue is best for corporate companies, especially for those that are in a more conservative industry. Accountant firms, law firms, financial institutions, and insurance companies favor blue.
Yellow: Best to Avoid This One.
If you want to appeal to a vast majority of people, it’s best to avoid yellow. It’s the least favorite color for most people. Those that like it find it to be cheerful and lively, but those who dislike it find it to be judgmental and off-putting. For smaller businesses starting out, it’s best to avoid large uses of yellow.
If you’re looking for a bright color that exudes the lively nature of yellow, find similar shades are not true yellow. Use other colors to offset it, and it will be less harsh on your customers’ senses.
Pink: Soothing.
Pink has calming effects on people, regardless of their gender. This is a great color for lawyers, mediators, and companies that conduct a lot of heated discussions.
Pink relates to compassion, hope, and understanding. Many charities use pink as a big component of their marketing campaigns. If your business is focused on helping others, whether that help is in the form of a product or service, using pink would work really well.
Pink is especially effective for beauty and fashion-related industries. Salons, nail parlors, and many clothing stores use pink. The color is also a great choice for companies that sell pastries, candy, cakes, and other sweets.
White: Good, but in Limited Amounts.
White has a modern feel to it. It’s used to give brands a clean, sleek look. However, it can also cause boredom and lead to the mind becoming less focused.
When it comes to business, white works well as the background for a business website. It allows other colors (aside from yellows and pastels) to stand out on the screen. The negative space gives a clean, crisp look that gives the feeling that you know what you are doing. It’s reliable and predictable, but in an authoritative way.
Using white for a logo is good for businesses promoting products that rely on cleanliness and safety, like bathroom items, appliances, and health products. Other types of businesses would find it more advantageous to use white in conjunction with other colors that reflect the statement of the business. On its own, white is unemotional, cold, and sterile.
Orange: The Color of Sales.
Orange gives the impression of affordability, depending on the shade and how it’s used with other colors. Too much of it suggests your products or services are cheap. Using it in small amounts evokes feelings of optimism, sales, and energy.
If your business relies heavily on social communication, this would be a good choice. For this reason, many hotels use orange.
Orange is a great color for eateries, since it stimulates both appetite and conversation. This means patrons will spend more time in the establishment, and will end up eating more.
Seek Professional Guidance
When designing your logo, it’s important to work with a professional design company. They will help you find the best shapes, lines, and colors that help you convey the message that best reflects your brand. It will also ensure your logo looks high-quality, which can make a huge difference in your sales.
