27 Apr What Are Your Logo Colours Say About Your Business?
One of the most fundamental parts of creating a strong brand is colour choice. As human beings we have pre-conceptions about the meaning of different colours. The colour scheme you choose will create a particular emotional response to your business logo design and company branding. Getting those colours, or emotional responses right or wrong can make a huge impact on your sales. Choose your primary logo and business theme colours carefully as every colour has a subliminal meaning that should reflect what your style and theme of business is.
Here’s some examples for you to compare your corporate or even personal colours against their hidden meanings:
• Blue is known to encourage trust and is very corporate (think Facebook, Twitter, Foursquare, Skype, WordPress, Aldi, HP, Dell, PayPal. Citibank, ANZ): liberal, freedom, social, medicine, launch, trust, music, progress, smart, loyalty.
• Green makes people feel safe and secure (think BP, Starbucks, Australian Made, Woolworths, Suncorp): environmentally-friendly, organic, earthy, trust, grow, natural, money, profit, clinical
• Brown is a good warm colour (think Gloria Jeans): rustic, furniture, cottage, warm, romantic, earthy, colonial, books.
• Yellow elicits the quickest response from potential buyers (think Yellow Pages, Optus, McDonalds): energetic, cheerful, happy, jubilant, young, friendly, fun, sun.
• Gray inspires creativity and symbolises success, neutral, balanced, doesn’t evoke strong emotion (too much can feel cloudy or moody)
• Black signifies dignity, sophistication and authority (think Adidas, Hilton, Sofitel, Macquarie Bank, Mercedes Benz): quality, authority, prestige.
• Red stirs senses and passion and is associated with power and energy (think Coca-Cola, Virgin, Vodafone, KFC, Pizza Hut, Coles, Target, Westpac, NAB): powerful, radical, excited, bold, passionate, rebellious, leading, sex, hot, love, devil.
• Orange stimulates creativity, ambition and energetic activity (think Penguin books, ING, Sunrise, Nickelodeon, Jetstar): warm, summer, autumn, friendly, inviting, retro, mellow, solar.
Would you like to charge a little more for your products or services? Then add a little burgundy to your corporate colour palette. Affluent men and woman are attracted to blue-based red tones whereas it produces uneasy feelings in lower socio-economic groups.
What colour best represents your brand’s personality? Think of your target market and what they look for in a business that offers what yours does? If you sell mainly to men, you’d probably want to overlook pinks and purples (feminine colors) as your company colours. If your client base is older and very conservative, then browns and blues will likely work better than vivid reds and yellows.
What colour does your competitor use? Study your competitors logos and consider using a different colour for your logo design to distinguish your brand.
Don’t just choose your favorite colour! Just because green is your favourite colour and you personally are very environmentally aware and do your best to reduce your carbon footprint, does not mean that your hairdressing salon should have a green logo. Think long and hard before deciding on your business’s colour scheme as it will be your brand’s signature from day one.
It is a good idea to use two logo colours to compliment and highlight not just parts of your logo, but important information on your business website and promotional material. Use color theory to ensure perfectly matching logo colours.