The face or logo of your business must increase the perceptiveness of your customers and translate into business sense for you. You don’t want a face screaming, “Pass!” Your logo color dictates how consumers identify your brand. Here’s a visual color guide for your logo design.
Simplicity is the Best Policy
First, adopt simplicity when choosing color for your logo. Don’t paste the color wheel on your logo. From past trends of valuable brands, 95% of them have no more than two colors. If you have a wide product range for your consumers, you can go for a multicolor logo, such as used by eBay. Experiment with monochromatic, triadic, analogous, complementary, and split complementary schemes along, yet keep the psychology of logo design colors in mind. Try to aim for the right message.
Colors and Messages
Colors of purity and mourning
The color you choose must send the right message to your audience. For example, white shows purity, peace, or even freedom. In many communities, the white color is for happy occasions. But, several cultures use white during a mourning period. Black shows sophistication and mystery, but it’s used during funerals in several countries.
Purple is a good choice if you sell luxury products. For high-end products, silver can communicate elegance to your customers. But your industry may not allow you to use silver. For example, silver is attractive for automotive or even IT industries but a poor choice for food and agricultural products.
Agricultural and eco-products do well with green or brown. Green is the color of nature; most companies in the agricultural sector use green in their logo. Brown shows comfort and reliability, and it’s good for home products.
Yellow says, “Pick me,” and it can drive impulse shopping, though it’s only used by at least 13% of top brands in the world. Too much yellow on your logo can communicate fear or insanity, and on the flip side happiness. In the same stride, gold shows wealth and luxury, but too much communicates an opportunistic and greedy brand.
Red is another favourite color used to draw attention to a brand such as in Coca Cola. This color exudes power, but make sure you balance it with white or softer colors because red is aggressive. Next to red in popularity is blue and 33% of top companies use it because it symbolises confidence and safety. Blue is the top choice for most healthcare companies, but it’s too cold for the beauty industry.
Orange is a top pick for entertainment, but not so for the finance industry because it communicates high risk. No one wants you to play with their life savings. Again, the wrong choice for a business in the finance industry is pink.
Pink is a good contender if your target customers are women. Any shade of pastels like teal, blue or pinks will be a good choice for feminine products and services like beauty, salon, spa and so on.
Grey is a classic and neutral color but it can be boring. It’s a good color to combine with and tone down bright hues. Same goes for beige.
As you work on your logo, let your baseline colors be white and black. You can work in other colors depending on the industry and product you are selling. So, who is your customer and what are their beliefs and cultures associated with different colors? It’s not just picking a nice color for your logo, but the message you are passing to your market.
Alicia Rother is a freelance content strategist who works with small businesses and startups to boost their brand reach through creative content design and write-ups. Connect with her here.