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Color is everywhere and it’s a huge part of your brand, and it’s not as simple as picking the color you like the most! There is something called color psychology that studies colors’ effect on human emotion and behavior. A certain color can affect how your customers perceive your brand, which is why it is so important to pick the right color. Let’s start with the primary colors and see what might fit well for your brand.
Red
Red invokes passion and a feeling of importance. It is a bold color that often stands out. Think of the red carpet that celebrities walk down or the attention-grabbing stop sign; they are both red. Coca-Cola and Netflix both have red logos, and both companies are important leaders in their market. A Coke can would stand out in a lineup of soda brands and what is the reasoning behind this you may ask- the color red.
Blue
Blue is the color of calm and serenity, inspiring feelings of safety, trustworthiness, and durability. Big banks, like Citibank and Chase, and Tech companies, like Dell, HP, and IBM, all use blue in their logos because they want to convey a sense of trust and reliability within their products!
Yellow
Yellow conveys the emotions of happiness and friendliness. The color of the sun is often seen as warm and inviting. A lot of restaurants including Subway, Denny’s, and McDonald’s all use yellow to show that their restaurants are friendly, bright, inviting, and happy places to go. However, be careful with yellow because it can also convey a warning. Companies like Penske, Goodyear, and CAT use yellow like the hazard signs.
Bonus: Black
While black is the absence of color, it is a color that conveys power, sophistication, and elegance. It is a bold color that stands out and is often used to convey luxury. Brands like Puma and Nike have black logos to convey power and domination within their industry. Also, if you Google “designer brand logos” you will find most of them are black to convey luxury.
We have only scratched the surface of what emotions color can bring out. By studying the meaning of color, we can better connect to the customers we want to reach. Although the color may have different meanings for people based on their experiences, in general, it can help us create a narrative about our business and brand.
