You should think of your logo as the visual cornerstone of your company’s brand. Your logo is the face of your company, and the colors, fonts, and images that your logo comprises will make your business memorable.
Color triggers emotion with your audience, and each color is associated with a different feeling. For example, the color green signifies organic growth, nature, and caring feelings. On the other hand, black conveys sophistication, luxury, authority, and seduction.
If you’re not convinced, think about some brands that use these colors. The green logo for Starbucks immediately comes to mind as does Chanel’s sophisticated black logo. The colors used by both of these brands in logo design help to communicate their messages and establish identities.
To help you best choose a color for your logo design, here’s the meaning behind color:
- Blue: Calm, secure, honesty, strong, trustworthiness
- Red: Love, energy, boldness, excitement, passion, action
- Orange: Happiness, friendliness, sociable, affordable
- Yellow: Playful, logical, optimistic, confident
- Green: Organic, natural, fresh, eco-friendly
- Purple: Creative, imaginative
- Black: Sophistication, luxury, seductive, authoritative
Some brands will use several different colors in their logo designs. This communicates multi-channel thinking, positivity, playfulness, and boldness.
Think about the logo designs of some of your favorite brands. Does their use of color play into your perception of these brands?
Canadian plastic-card maker Colourfast recently put together a infographic that further demonstrates how influential color can be in your logo design. Here are some powerful takeaway stats that you should be aware of:
- 93 percent of purchase decisions are made based on visual perceptions
- 84.7 percent of respondents said that color was a leading factor in arriving at a purchase decision
- 80 percent of respondents feel that color improves brand recognition
By choosing the right color(s) for your logo design, you can increase your audience’s comprehension by 73 percent, learning by an average of 55-68 percent, and reading by 40 percent.
So, as you can see, it’s worth your while to carefully consider the overall message that you want your brand to communicate when creating your logo design and use the right colors to convey this.
If you really want to perfect your logo design, be sure to read our post that shares 4 key qualities of great logo design.