Does Color Matter for Logos?
People have a thing for color. If you can, recall a time when you were in kindergarten; everyone wanted the largest collection of color pencils or the biggest batch of crayons. That fascination has lasted over several decades, with colors evoking emotions, conveying branded messages, and adding brilliance to everything around. That begs the question, does color matter for logos?
The short answer: It certainly does!
Logo colors can have an impact on why consumers prefer certain brands over their competitors. The preference is associated with color psychology. Also, the same colors can have two meanings depending on demographics’ cultural upbringing.
Hence, a logo designer should choose their colors with the utmost care to add nuance in their message and highlight the specific elements of their logos.
Different Logo Colors & Their Meanings
Blue: The color is often used in logos to convey the feeling of accountability, trust, and responsibility. Big companies leverage the color in their logos. Also, it’s popular amongst social media companies, who want to highlight that they’re a highly secure database for storing your personal information and encrypting messages. Think Facebook, Walmart, Twitter, and Microsoft.
Orange: Orange is used by companies who want to appear as friendly. It is also used in logos for endorsing affordability and playfulness. Companies like Nickelodeon and Home Depot have relied on this color for several years to show their lighter and welcoming side. Several DIY enthusiasts visit Home Depot for making adjustments or renovating their households. Hence, the orange color is also a representative of creativity.
Red: Red logos are associated with action, energy, passion, and excitement. Hence, it can evoke strong emotions. You’ll see the iconic color present in several popular logos, such as in the logo of Coca Cola. Sometimes it also used to increase appetite which is why brands like KFC and McDonalds also use it in their logos. Taglines like happiness can also accompany the logo for building anticipation. Ever noticed the red part of YouTube’s logo? It’s the play button, which encourages people to take action (press play on YouTube videos).
White: White could showcase goodness, humility, trust, and innocence. However, these meanings are mostly found in North America. In other parts of the globe, white could have an entirely different meaning. For example, it has a negative perception that implies coldness and sterility. Overall, however, the white color is used to add contrast on digital and print properties. For examples, the white Adidas logo helps in building contrast on a black background. Several brands who use white as the main color in their logos will pair it with grey or black.
Green: Green portrays harmony, balance, and nature. It gives people a clear direction right from the beginning since it does a great job of balancing both emotions and logic. Green is also the most noticed color in nature highlighting rest, peace, and life. It is also an indicator of growth, whether it’s in our wealth or in a physical item like a plant. Brands like John Deere use green because their offerings revolve around nature. While it does have a few shortcomings (it can also portray materialism and over-possession), it makes a more positive impact than several other colors in a logo, which is also why many pharmacies will use green in their logos.
Purple: If there’s any color that indicates royalty through a logo, it’s purple. Purple logos highlight wisdom, superiority, leadership, and luxury. But avoid too much of it to prevent frustration, as it could also be a sign of arrogance. Ideally, logos should include a slight hint of purple. Example of brands that rely on this color include Hallmark and Yahoo. Both these brands put a variety of other colors along with their purplish logos to keep things balanced.
Ready to Design a Colorful Logo?
When it comes to finalizing the color of your logo, you must experiment. You cannot tell in advance how your audience will react to your pre-selected colors without A/B tests to discover which combinations and designs can generate the most brand affinity. Hence, run a few weeks’ experiments on social media to see how people respond, and then pick the color or colors that received the most positive sentiment.