Designing a logo for your new business can be confusing. Professionals at logo design companies consider several options for images, size, fonts, colors and more. In this article, let’s understand the important things to make a logo design successful and the color psychology that evokes strong emotion in the brain.
To grab the attention of potential customers, keep the logo simple. A cluttered or noisy logo will not be favorable to your image. Some successful logos are simplest with clean bold lines. There is no element to distract the eyes or detract from the impact of message. For example, a bullseye reminds you of Target Retail stores and a gold scallop harks back to Shell Oil. These simple and bold designs are identifiable and reminiscent of the brand name they represent.
You do not want to have a business logo that can be mistaken with a competitors; it needs to be original. You want to avert brand confusion, so consider shape, colors, flow, and the symbol of the design wisely.
Today, an average customer is bombarded with commercial messages. Among this high volume commercial communication, the most memorable messages get filtered by the brain. To make sure that your business logo gets through this mental filter, select a bold design, which is instantly recognizable and memorable.
Know your target audience and their expectations while designing the logo. A company logo that highlights one of the following attributes like tradition, speed, power, flexibility, connectivity, health, and fun is the core of an effective logo design. For example, Nike’s ‘Swoosh’ highlights forward motion and speed.
A logo is the public face of your company, so it needs to be easily transferable on mediums that bear your brand, including packaging, trucks, social media, or web ads. A good logo gets easy identified in a glance. It does not matter if the logo is in black & white or colored, or large or small in size. An effective logo works on social sites and highway billboards.
Psychology of color in logos
Logos become memorable primarily due to color choice blended with cleverness, editing and concealed association. You may be providing generic products but the way you provide them needs to be unique. First describe your brand powerfully and accurately in words, then move forward to select colors.
Colors evoke emotions and connection. For example. yellow is obvious and grabs attention. Therefore, road signs are colored yellow. Alternatively, blue reflects dependability and trust. Therefore, companies like PayPal, and American Express select blue as their dominant logo color.
Let’s understand colors
Red is dynamic, intense, energetic and passionate. It is impossible to ignore red unless you are colorblind. Red creates urgency in the brain and even stimulates an appetite, so it is blended sparingly with yellow to make people feel hungry.
For example, McDonalds, Coca Cola, Pizza Hut, etc. Action brands like YouTube, Honda, CNN, Red Bull, etc., make use of the awesome red color.
Combining energetic red and optimistic yellow makes bright orange playful. It represents friendly brands like Amazon, Blogger, Etsy, etc. Orange’s friendliness feature works best for fun and entertainment brands appealing to youngsters or community.
Yellow is a happy color that brings out spontaneity. Burger King and McDonalds are brands that use yellow effectively and appeal to spontaneous customers preferring instant gratification. Yellow is an appetite stimulant, so it’s preferable for restaurant logos.
Green is the color of nature, making one’s eyes feel fresh and soothing. You can communicate wellness, renewal, vibrancy, serenity, and eco-consciousness through green.
A brand that wants to be associated with nature uses green—for example, whole food products and health spas.
The color of the sky creates a feeling of trust and loyalty. Finance, dependable, and safety brands excel by using a blue logo, like Facebook, Paypal, etc.
The combination of blue’s confidence and red’s passion creates luxurious purple. Purple logos convey originality and ingenuity. Companies involved in creativity use purple.
Black represents class, luxury, and authority. A black logo actually shows up in its simplicity. Imagine the interlocking Cs used in Chanel’s logo. Remember to balance black with negative or white space because dominant black can convey a wrong message. It can even imply emptiness, sadness, and loneliness.
Colors Do Impact
Never underestimate the significance of colors in logos. According to one study, it increases brand recognition by 80%. Colors are instantaneous mood-setters and exactly convey your qualities and determine how you want others to feel about the brand.
Remember, logos allow sneaking hidden messages, thus providing brand identity, and colors tone the brand (they reveal if your brand is happy, passionate, serious, healthy or youthful).
Author: Charles Crawford is a high-level entrepreneur and co-founder of Crawford and O’Brien. Charles has been studying internet marketing, web design, and tech start-ups for years, and he has been successful with multiple business ventures such as affiliate marketing (where 98%+ of people never make money).