Color plays an important role in logo creation. Imagine how the FedEx logo used orange and purple, and how the colors red and yellow represented Shell and Ferrari. Colors help instill product identity in our minds ever since we were little kids.
Color selection is one of the key elements of building a logo for effective branding. In marketing, an effective color selection for the logo involves having knowledge of colors, associating colors to certain factors like emotions, feel, market, and meanings, and combining colors to create a strong brand for your business.
Choosing colors for your business logo
Know your/your client’s target market. Identifying and understanding your target market is the first step in choosing the right colors for your business’ logo. Studying your target market includes determining the market’s age, gender, profession, culture, and socioeconomic status.
Know what colors represent. Every color has its own representation and meaning according to the target market. Understanding each color’s meaning can help you organize your first step in choosing the colors for your preferred logo design.
Basic Color Representation
- Red – sex, passion, love, food, radical, bold, war, anger
- Pink – female, weakness, romance, blush, affection
- Blue – subtle, cool, peace, calm, sadness, melancholy
- Black- death, grief, angst, elegance, class, strength
- White – purity, cleanliness, absurd, vague, righteousness
- Burgundy and Brown – refinement, aristocracy, nobility
- Yellow – happiness, youth, summer, childhood
- Green – earth, life, environment, money, organic, jealousy, naughtiness
Know the basics. Choosing colors isn’t just about picking what’s attractive for you. Learn the color wheel, identify the difference between primary and secondary colors, and know what contrast and opaqueness are.
Although there are commonly used and popular color representations, we should not confine ourselves with what these norms suggest. As a web designer, you should pick a color that describes and represents your business’ personality best.
Choosing color is a form of art. It’s a process of expression, an art form without a limitation, an art form that breaks boundaries of cultures, beliefs and rules. If you’re brave and clever enough to combine green and pink with orange and crimson, then do it. The logos of Google and Yahoo were designed like that for a reason. You can use unusual color combinations if you want, but remember to do a decent case study on using the combinations. Playing with colors for your business’ logo is a serious part of any branding strategy that can make or break your business’ success.
Color and competition
See how other businesses and websites choose their logos’ colors. Majority of them have the same color integration with their competitors. Logos of fast-food chains commonly use red, while logo designs and labels for cleaning products are usually in blue and green.
One great thing I learned from an old advertising book is to choose a color opposite that used by your main competitor. Cadbury plc products became popular in the food industry even without using red in their labels. If you’re a business owner or web designer, you can set a record by choosing unusual colors to represent your brand and products, without adhering to norms or to what your competitors are using. You are choosing and studying colors to set a new trend, to introduce something new and to be unique among others, because branding is all about having establishing recall in consumers.
Benefits of understanding color
Understanding colors minimizes the gap between you and your designer. As a business owner, this can help you easily and clearly communicate your needs to the web designer.
Understanding colors is like understanding other businesses’ philosophy. Through this, you do not need to ask other business owners why they chose this particular color for their website, logos, or product labels.
Understanding colors widens your knowledge about branding and incorporating the right color use in your business’ logo.
Understanding colors can prepare you to be an independent Internet marketer. It can help you come up with effective designs for blogs, websites, logos, and product labels in the future.
Show off your new logo with custom promotional products.