When it comes to logo design, colors are the guiding factor. They define your product as well as the audience it is targeted to. To create an effective logo design, you need to understand the type of your product. You should use colors that define your brand and at the same time appeals to the audience. A logo should contain colors that look attractive and that customer can relate with.
As humans, we relate colors with different elements and behavior. For instance, pastel colors have soothing effects on people. White is considered as symbol of harmony while pink represents enlightenment. Vivid colors, on the other hand, are intense and incite strong emotions in humans. Red makes us feel charged while black stands for sorrow and grief. Look at logos of famous brands and you will analyze that their colors complement their products.
For example:
KFC uses Red (hunger)
BMW uses Black and White (Elegance)
Pfizer uses Blue (Trust)
Animal Planet uses Green (Jungle and primitive impulse)
Color psychology plays an important role in a logo and which is why major brands have not changed their colors since their inception. Now, let’s look at how colors are instrumental in designing a perfect logo:
- Colors Determine Your Target Audience
As mention in the intro, colors define moods of humans. They are a reflection of how we perceive things. This is why, designers consider human factor before building a brand identity. In fact, when a designer thinks about a logo, he thinks about the audience. For a teenager brand, it would be appropriate to use bright colors that invoke excitement while a logo for adults would exhibit rather pastel colors that suggest a sense of elegance. The demographics of your audience can say a lot about the colors you should use in your brand. Think about it before you think anything else. - Colors Bring Individuality In Your Logo
A logo is the face of your brand which has to be filled with proper colors. Therefore, you should use colors that are unique and at the same time complement your product. Check out other brands in your niche and draw the line that can differentiate your logo from others. Come up with a color scheme that will give an element of individuality to your brand. - Colors Are Vital For Projection Of Your Brand
Colors are driving force behind projection of your brand. How your brand will look on different mediums will depend radically on the colors of your logo. An ideal logo design should stand true on different surfaces, whether it is a computer screen, mug, banner or a Panaflex. The projection of your brand will count on the color shades you will use in your logo. - Colors Convey Message To Your Audience
If you own an online website that you use to propagate an ideology, then your choice of colors will determine that notion. For example, if you practice yoga and educates your audience through blogging, you should use green color that represents health and prosperity. Similarly, if you teach optimism to your followers, then orange should be your choice as it suggests positivity.
These are the important aspects that cannot be avoided, however some other factors are crucial too like the conceptualization, creativity, overall theme, etc. Hopefully, this guide will provide you a sense of color selection for logos and will help you make smart choices the next time you design a logo, brochure, landing page, stationery, or any other promotional or branding material.
This article is written by Saha William works for logo divine.
