MAD Contributor-freak Martina is back this week with some perceptive words regarding logos and brand.
A logo is an important aspect of branding because it delivers a message about your business in 400 milliseconds to consumers. Color is the first thing a person’s brain notices about a logo with shape in second place. Then, the brain taps into past experiences with the logo to determine what it means.
Because McDonald’s is a well-established brand, most people not only instantly recognize the chain but already have emotions attached to it from previous experiences. If you ate at McDonald’s often in your childhood, then you’ll feel fond seeing the familiar golden arch. Continue reading to learn more about how color influences brand perception.
There have been thousands of studies conducted on the psychology of color. Scientists have used fMRIs to observe the areas of the brain that light up when it sees a color. Specific studies pertaining to color in logos have been carried out too. According to NU Creative, 93% of purchase decisions are made based on visual perceptions, and 84.7% of consumers admit color is one of their main reasons for buying a product.
Using the right colors in your logo improves customer comprehension. If you utilize the wrong color, then customers will be confused about what you’re selling and how it supposedly benefits them. Their confusion will often cause them to look elsewhere. For example, a doctor who uses a black and red logo will likely scare many potential patients off because black is a color of authority, seduction, power, and luxury, and red is a color of excitement, passion, action, and love. A black and red logo would be too hard-hitting for the healthcare industry. Soothing colors like blue and green work best for health care companies.
Here is an overview of what impression each color will convey in a logo:
- Red: Energy, bold, action, passion, love, excitement
- Orange: Affordable, sociable, happy, friendly
- Yellow: Optimistic, playful, forward thinking, confident, logical
- Green: Caring, organic, growth, fresh, natural
- Blue: Calm, trustworthy, secure, honest, strong
- Purple: Creative, nostalgic, imaginative
- Black: Power, authority, luxury, seductive, sophistication
- Multicolor: Multi-channel, boundless, positive, bold, playful
Without realizing it themselves, customers form perceptions on your brand largely based on the colors and other designs used in the logo and marketing materials. In order to convey the correct message, you should have a basic understanding of how people interpret colors from brands.
Are you still struggling to choose a color palette for your brands? Contact us for help and reassurance that your brand colors are in alignment with what you’re all about.