Logo colours: how to choose the right ones

Colours play a crucial role in giving your logo a complete touch but choosing the wrong ones will backfire and may even send wrong meanings. Yes, colours do have different meanings and also psychology plays a key role in influencing customer’s buying behaviour. So, choosing the right and appropriate ones is important.

In this article, you will know how to choose the right colour for your brand and also you will know what different colours mean.

Psychology of colour:

Many people think colours play an important role in their decision-making process and indeed it does play its part. That’s why we see they appear everywhere and marketers have used them effectively to get the desired results. They are an important part of branding campaigns.

Before you know what they mean, there are some things to consider before you apply them. Let’s get started.

Brand Personality:

Before you start playing with colours, you should first study your brand in-depth to understand which colour will be appropriate for you. Firstly, look at what is the target market of your business. Are your products or services for men or women? Does it offer luxurious products or affordable? Is it for the younger generation or not?

When you ask the right questions, you will get the right answers. That’s why in these preliminary stages, research is important.

Black and white test:

You may have heard about a black and white test. Many famous designers say that if your custom logo doesn’t pass this test then no colour on this universe will make it catchy and unique. It is emphasized to first focus on the design itself. Once you have achieved perfection then you should proceed to the next stage.

You may have noticed that many times famous names in the market put their logos in black and white and they still look catchy and unique. Now let’s get to what different colours mean.

Blue:

It is estimated that almost 33% of brands use blue on their logos because it is widely associated with trust, maturity and reliability. That’s why you see successful names like Hewlett-Packard and Visa use blue. Remember, these interpretations of blue are based on Northern America and European culture, it may mean something else in other cultures.

Since large numbers of brands rely on blue, you will need to put extra energy to stand-out from others because blue has been overly used.

Red:

Red creates a rapid response because it represents excitement and passion. It does have the power to draw the attention of an audience. They are mostly incorporated by those brands which cater to younger generations. It’s a fast-food chains favourite colour. That’s why you see red in combination with other colours in that industry.

If your business’s target market is the younger population then certainly red would be the best option for your custom logo design.

Yellow:

Yellow is the colour of the sun and just like the sun, it is cheerful. Also, it can interpret youthfulness as Red. Yellow with red is a powerful combination and is widely used in fast-food chains. Think of McDonald’s, their logo is perhaps most recognizable and famous in this combination.

Though it works best with red, when used alone, it can also mean a sign of money and wealth. So, luxury brands also use it.

Green:

The interpretation for green has mostly been about calmness, just like grass. Also, it is a favourite colour for agricultural-related businesses and brands that sell or are engaged in clean energy because green also means sustainability. That’s why you see green in their logos.

If your business is related to such industries then do communicate this with your custom logo design company from the beginning that you want your primary colour to be green.

Pink:

Pink has long been interpreted as a perfect colour to attract girls and many brands have used it whose target market is largely girls. The famous Barbie dolls have pink and many fashion brands whether they are luxury or affordable that target women who have always used pink on their designs.

Furthermore, in Japan pink means sweet because it resembles cherry blossoms which is a sign of spring and brands use this to achieve sweetness as well.

Black:

Black has often been used by brands that want to develop their personality of power, prestige and luxury. Brands that offer luxurious products that are only created to cater to a niche segment of a population use black. But black may also have a different interpretation in other cultures. In many societies, it is a sign of grief and mourning.

If your brand is expanding to another country then you should study and understand their culture.

Conclusion:

These are some of the most widely used colours. Hopefully, you got useful insights about the psychology of colours that will help you in choosing the right ones. Still not sure which colour to select? The good news is that various agencies provide custom logo design services; they will help you in selecting the right colour. Though, always hire those who are professionals and have a good track record.