Color is a powerful form of visual communication. Perhaps one of the most powerful. Because of this, color use in logo design is something that needs to be well thought out in order to be effective within a highly competitive environment. Here are our 5 quick tips to using color in a logo:
1. Consider the Psychology of Color
The way the human mind works is fascinating. The mind associates color with certain ideas and emotions based on associations that are made with the colors throughout the years.
Thinking about these colors in terms of what your company or client does, and what the company wants to express. Choosing colors that match the theme and purpose of the company can put your logo ahead of the pack.
Some of the common colors and their associated meanings are as follows:
Red: passion, energy, danger and aggression
Orange: innovation, youth, approachability and affordability
Yellow: caution, warmth and friendliness
Green: nature, growth, health and freshness
Blue: calmness, professionalism, mindfulness and integrity
Purple: luxury, wisdom and wealth
Black: sophistication and power
White: purity, cleanliness and simplicity
2. Consider Color Tones
It’s not just the color itself that makes an impact psychologically. The color tone of an image influences the emotional impact that the image has.
For example, bright and bold colors are attention grabbing, but these colors may be overwhelming. Muted colors are generally seen as more sophisticated, but they are more easily overlooked.
Again, thinking about the main purpose of the company can help determine the tone of color.
3. Consider How Many Colors to Use
The number of colors involved in a logo have a big implications on the brand. After choosing colors that best represent the company, it is good to make sure that the colors you use won’t be too much. Use of multiple colors can be difficult to work with. Colors must work together within the logo and work with what is around them. Despite this difficulty, some logos using many colors have great success (i.e. Google). But, as with many aspects of design, simple is usually better.
4. Consider Cultural Implications of Color
Designing a logo for a global business or corporation is a sensitive matter. Colors are interpreted differently in various countries.
For example, white is a color of purity and elegance in the United States and is often used in wedding dresses. In India, however, white is a color of mourning.
When designing a logo, keep this in mind in order to avoid having your logo cause confusion internationally.
What do you think is most important when deciding how to use color in logos?