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Are you a small business owner who wants to create his own brand?
Or are you a designer who creates brand kits or logos for clients?
Colors in Logo have the power to create a strong connection that leads to familiarization when the viewer is exposed to it too many times.
A logo’s color can say a lot about a brand. For established brands, a color can be intrinsically linked to the business’s identity. Think of Starbuck’s famous white and green coffee cups or Cadbury’s iconic purple wrapping. And for new brands, their logo color is an attempt to position their business with their desired customer.
Almost all of the famous logos that we can see in the picture can be identified by their shape, their font, and especially their color.
The link between color and brand identity is strong. In the Journal of the Academy of Marketing Science, researchers Lauren Labrecque and George Milne explain that “like a carefully chosen brand name, color carries an intrinsic meaning that becomes central to the brand’s identity, contributes to brand recognition, and communicates the desired image.”
It is noticeable that Blue was used in over 75% of credit card brand logos and only 20% in fast food brand logos.
Red is widely used in Fast Food, Food, and Retail industries while the Apparel niche shies away from it.
It’s easy to understand why blue logos are such a popular choice. Blue is an inoffensive color, a safe but sophisticated hue. And for companies that wish to convey security—say, those in Finance, Tech, Health or Insurance—blue does an admirable job.
Red, on the other hand, is a bolder choice for a brand. Yet it came in as the second-most popular choice. In the Fortune 500, there’s a clear link between the Food and Retail industries and a red logo—backing the research on color differentiation by Labrecque and Milne.
The colors of your logo will not guarantee success for your brand, but choosing the wrong colors will create a negative impact on your audience
However, there are strong associations with particular colors in the mind of consumers. These flow both ways—the association between orange and energy might not be inherent to the color itself, but instead is a result of the fact that it’s so often used by brands who want to convey this message. Consumers see this color and know, subconsciously, that there’s a subtle message being conveyed. Thus, color psychology becomes a self-fulfilling prophecy.
White - Wellness, Tech, Medicine
Pink - Beauty, Toys, Lingerie
Red - Retail, Health
Orange - Fitness, Logistics, Tech
Yellow - Fitness, Digital, Budget
Blue - Finance, Tech, Health, Insurance
Black - Fashion, Finance, Automotive
Purple - Luxury, Tech, Design
These are backed up by Science.
Full context can be seen here.
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