Your logo visualizes your company, its culture and values.
You may be surprised but your logo may affect your customer’s purchasing
behavior. Color palette choice, fonts and shapes influence consumer judgements
thus affect buying decisions- reason why it should take time and research to
make one.
Choosing the Right
Color
Ever wonder why Starbucks’ logo is colored green and most
fast food chain logos, red? You might want to explore these basic color
palettes and the impression it represents:
RED - Red knowingly
symbolizes strength and boldness. It is the first color used by artists of the
Stone Age era after discovering red ochre. Romans value Red as a dye for
clothing, hair, makeup and painting and was also previously used in
inscriptions. Red ignites wide mixed of feeling, from love and passion to fear
and belligerence.
BLUE - Blue is a
cold color. As surveys declare, 42% of men say blue is their favorite color
same with 30% females. It is also said to be the best color for trustworthy
brands. It illuminates feelings of trust, security and reliability that is why
Blue is advisable to be used by companies with operations related to banking,
food and hygiene products and electronics manufacturing.
YELLOW - Yellow is
considered the brightest of the visible spectrum, the most-attention grabbing
pigment, reason why such color is advisable to be applied on logos. Yellow
signifies happiness, optimism and homey atmosphere. If your aim is to
communicate joy, yellow could be the best logo color. Successful companies with
yellow as their logo color are: Nikon, Ferrari and Snapchat.
GREEN - Green
signifies nature, freshness and lifestyle. Green is known to alleviate
nervousness and fear. Brands with Green logos are Spotify, Starbucks and Animal
Planet.
ORANGE - Orange
communicates activity and energy. It represents youthfulness, creativity and
adventures. It also stimulates appetite that’s why such color is used by most
food and beverage companies.
The Meaning of Logo
Shapes
It simply doesn’t end in colors, you can be defined by your
customers through logo shapes, too. Customers can tell if you are artistic,
serious or traditional through logo shapes.
CIRCULAR/ ELLIPTICAL-
Usually known to express positivity and gentleness. Commonly suggests
relationship, friendship and community. It also signifies marriage,
partnerships and inclusivity.
SQUARES AND
TRIANGLES- Suggests stability and balance. Straight lines visible in these
shapes show strength, respectability and coherence. Triangles are suggested to
convey power, religion, science, aggression and law.
With proper use of logo shapes and color, you may be able to
deliver your company’s message successfully to your consumers and wider public.
Full comprehension of logo psychology is an essential element in creating
powerful brands through visuals.
How do you want to be perceived? Contact us, virtuoso@athl.com.hk
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