In what color do you think if you listen to “Coca-Cola”, “Nikon” or “IBM”? Safe in red, yellow and blue, corporate colors positioned globally in the mind of the consumer. Colors evoke sensations, instantly communicate a message and the feelings of the brand.
How to choose the color for a logo? Eternal dilemma if what you are looking for is to differentiate yourself from your competition and at the same time transmit your own identity.
Choosing the tone for a logo is part of a complex process in which variables linked to the history of the brand, its public, its location, its values, and its culture come into play. The color has the mission to reflect the benefits of the product as well as the corporate personality. A great challenge for those responsible for marketing and advertising.
Of course, the issue has a long history. Already in the year 1810 the poet and writer Goethe wrote a treatise entitled “Theory of colors”, a study on the psychology of color. His work highlights the difficulty of using universal rules regarding the reactions of color, but the perception depends on the experience of each person. Although with the exception that perception is shared by most individuals by certain reactions and unconscious associations with physical phenomena. Today, designers seek help from the best logo maker available online. The free logo design tool facilitates a perfect color palette according to the niche.
How to choose the color for a logo without making mistakes?
Here are some suggestions on how to choose the color to create the best logo design having appropriate attributes for a brand:
Red: tone of strong emotions. It can mean Stop, prohibition, daring. It is the color of blood and danger. It is powerful, energetic. Food companies adopt it because they believe it arouses hunger. Ex: McDonalds, KFC, Coca-Cola.
Orange: associated with creativity, vitality and fun. He is enthusiastic, warm, and optimistic. Eg: Fanta, Firefox, nickelodeon.
Yellow: transmits light, heat, motivation. It attracts attention and calls to action. It should be used sparingly because it can be annoying. Ex: DHL, CAT, Shell.
Green: associated with nature, freshness, hope. It transmits peace, health and growth. Strong bond with money. Ex: John Deere, Holiday Inn, Seven Up.
Blue: corporate color par excellence. It gives a sense of confidence, tranquility, security, communication. It represents the sea, the water, and the cold. Ex: Dell, American Express, Ford.
Purple: purple is linked to royalty. Represents power, status, sophistication, tranquility, spirituality, nostalgia. Ex. Yahoo!, Hallmark.
Pink: symbolizes love, romance, warmth, delicacy. It is also a tone that relaxes, calm, serene in its less fluorescent versions. Ex: Barbie, Vanish.
White: purity, innocence, emptiness, space. It is almost always applied in negative due to confusion with the fund. Ex: Apple, WWF, Nivea.
Black: luxury, sophistication, elegance. Although also evil, death, mourning. One of the most versatile colors. Ex: Chanel, Puma, Adidas.
Global brands, universal colors.
A small village e-commerce sells even on a remote Pacific island. Should you worry about finding a “global” color associated with your product? Possibly. If you consider internationalized, you should find out aspects related to color in your potential markets: for example, the color associated with death for Westerners is black, for Chinese the white, and in Brazil the purple. Or, for example, pink in the West is associated with the feminine and delicate and in countries like Thailand it is a color linked to masculinity. Different perceptions for different markets.
The designer understands the relevance and understands the meaning behind each color in tune with the brand and will maintain consistency with the entire visual identity system in its development.