Have you ever noticed how most fast food restaurants use reds, yellows, and blues in their logo? This is because primary colors, especially reds and yellows are said to subconsciously stimulate appetite. Artists and designers have long known how color can dramatically affect feelings, moods, and emotions. Certain colors have even been associated with increased blood pressure, increased metabolism, and eyestrain.
Research reveals people make a subconscious judgement about an environment or product within 90 seconds of initial viewing. Between 62-90% of that assessment is based on color alone.
Not only do colors subconsciously influence the way your brain thinks, it also has influence in the marketing industry. When people buy products, 93% look at the visual appearance, and 6% look at the texture. 84.7% of consumers cite color as the primary reason they buy a product. Tuning in to the psychology of colors can increase brand recognition up to 80% and increase brand comprehension up to 73%!
Colors used in logos can give off different ‘personalities’ in a logo, which can be used to target specific audiences. Lets take a look at what different colors represent and which colors popular companies incorporate into their logo to better their brand.
Increases cheerfulness, warmth, and communication. Causes fatigue and strain on the eyes. Stimulates mental processes, makes babies cry, and also stimulates the nervous system. Represents Liberalism in Politics. Shows clarity, represents optimism and youthfulness in marketing. Related to personal power, will, and self-esteem.
Reflects excitement, enthusiasm, and warmth. Warns of caution. National color of the Netherlands and it’s royal family. Signifies aggression, found in impulsive shoppers, and represents a friendly, cheerful, confident brand. Related to creativity and pleasure.
Evokes strong emotions, encourages appetite, and increases passion. Red roses symbolize love. Red increases heart rate, is used by restaurants to stimulate appetite, creates urgency often seen in clearance sales, and also used for impulsive shoppers. Red is used for Republicans in the USA and is also related to survival and safety.
Represents: Feminine, Fun, Delicate, Gentle, Romantic
Be careful using Pink because it is a polarising color. Pink isn’t the best way to connect with a female audience because not all women enjoy the color pink.
Represents royalty, wealth, success, and wisdom. Used for royalty but hardly used in modern politics. Used often in beauty and anti-aging products. Used to soothe or calm. Also represents a creative, imaginative, and wise brand. Related to spiritual life and experience.
Associated with water, peace, calmness, and serenity. Most preferred by men. Curbs appetite, known as a ‘cold’ color. Perceived as constant in human life due to the sky and ocean being blue. Most used color for offices and increases productivity! Used for Democrats in the USA. Used in corporate business because it is productive and non-invasive. Creates sense of security and trust in a brand. Related to communication, truth, and self-expression.
Most common logo color!
42% of people say blue is their favorite color
Constitutes health and tranquility. Symbolizes money, denotes nature, alleviates depression, and represents new growth. Workers in a green environment have fewer stomach aches. Green is used in night vision goggles because the human eye is most sensitive to and able to discern most shades of it. Green is connected to environmentalists. Used to relax in stores, associated with wealthiness, and was even the preferred color choice for wedding gowns in the 15th century! Related to unconditional love and healing.
Represents Rustic, Depth, Earthy, Stability, Warm, Comfort, Utility, Poverty, Rough, Simple
Represents: Balance, Neutral, Calm, Professional, Corporate, Authority, Dull, Practical, Sombre
Certain colors do broadly align with specific traits. However, nearly every academic study on colors and branding will tell you that it’s far more important for your brand’s colors to support the personality you want to portray instead of trying to align with stereotypical color associations.
It’s the feeling, mood, and image that your brand gives off that plays a role in persuasion. Be sure to realize that colors only come into play when used to match a brand’s desired personality.