What do your logo’s colors say about your brand?
Written by KATIE TEST DAVIS
Let’s try an experiment. I’m going to tell you a word, and you’re going to think about the color you associate with that word… ready?
Wedding.
Cold.
Royalty.
If you thought white, blue and purple, respectively, you’re not alone. As humans, we have conscious and unconscious associations with colors.
Different cultures around the globe have different colors they associate with emotions, events and concepts. In fact, there are whole books on color psychology.
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When we work with a client on a branding and logo project that involves decisions about color choices, we always start with strategy. We ask questions such as: What do we want people to feel when they consider the organization? What emotions do we want people to associate with the brand?
Knowing the answers to those key questions can help us make smart color choices.
Consider famous logos like McDonald’s, Facebook or Coca-Cola. I bet you can name the colors of each of those logos without thinking about it very hard.
That’s because they’ve each intentionally chosen memorable colors that they want their brands to evoke with their audiences.
Here’s a handy breakdown (from research published in Psychology Today and Wix) of the emotions sometimes associated with common brand colors:
Choosing the right color for your logo - or even choosing the color of your next report - can help you make the precise impact you are looking for.
Shine on, you passionate advocate and trustworthy partner!
