Imagine summing up your entire personality and all of your values and ideas into one color. Seem daunting? Now imagine that you have to choose a color for your company’s personality, values, and ideas that would potentially be in consumers’ minds forever. Talk about a panic attack waiting to happen!
The logo color (or colors) you choose sends either a positive or negative message. It can encourage sales, calm a crowd, or turn off an entire market of consumers; that’s why choosing is so difficult and should not be taken lightly!
The following colors give off both positive and negative effects, some of which we’re all aware of and others that may surprise you:
Green: Evokes positive feelings of freshness, peacefulness, calmness, and relaxation. However, it can also give off negative feelings concerning sickness and boredom.
Blue: Gives the air of tranquility, coolness, harmony, and intelligence to consumers. Unfortunately, sadness, aloofness, and unfriendliness can also be expressed.
Yellow: This is probably the easiest color to express how it makes consumers feel: playful, friendly, and optimistic. With traffic signs being engraved into our minds, however, it also suggests caution and anxiety.
Black: Authoritative, secure, substantial, and elegant…all of these describe how people feel about black when they see it in a company’s logo. However, feelings of death, despair, coldness, and oppression are also tied to this color.
Red: Red is the most passionate color to choose for a logo due to the power, speed, and courageousness that it conjures up in people’s minds. Use caution, though, because it can also inspire feelings of danger and aggression.
Purple: During the middle ages, royalty wore this color to symbolize their social ranking. Even today it has that distinction; it represents luxury, sophistication, consciousness, and spirituality. Despite this color’s royal past, it can also represent moodiness and depression.
White: Be careful of where you use white. If you want your logo to stay within the states, then it could represent purity, innocence, clarity, and truth. However, in China and Japan, white represents death and mourning. Also beware of negative impressions white can bring right here in the USA – it can summon feelings of coldness, sterility, and harshness.
Orange: Despite no word in the English language being able to rhyme with it, orange still evokes positive effects of being strong, fun, comfortable, and secure. However, negative feelings of immaturity and frustration also exist.
One of Jeff’s blog posts about sports team loyalty and color aversion also discusses logo choice in an interesting light:
“It’s all about understanding your target audience and customers, even in regard to the colors you choose for your logo, advertising materials, and website. You want to attract as many people as possible and repel as few as possible.”
This is exactly why choosing company colors for your logo is a tough task. You can take comfort, though, in the fact that for every color listed there are both positive and negative effects. That means no one color is the right one. Just make sure your logo matches your target market and your company’s purpose and you’ve got a green light!
Do you agree or disagree with any of these effects? Have you seen a particular logo and felt an effect, either one of these listed or a different one? Are there any logos you feel should be redone because of perceived effects?