Logo designers take additional care in incorporating colors. A basic mistake can ruin the design. A well-balanced use of colors, however, will create the desired emotional impact on the viewers. Their response to the logo is based on the back of the emotions evoked by the colors in the design. So, viewers’ response to an excellent logo design depends a lot on use of appropriate colors.
Colors can be categorized as warm and cool when it comes to incorporating them in logo design for brand marketing purpose. Red, yellow and orange are generally accepted as warm colors while blue, green and grey are cool colors. The message of warm colors is that of energy and excitement. The cool colors evoke a relaxing feeling.
A logo designer can make good use of the warm and cool colors to convey a business message to the viewers. Colors evoke the desired emotion from the target audience. But colors should be used only after knowing the attributes of a business and the message it wishes to send to the consumers and market.
Red – Red evokes the feeling of energy, anger, passion of love, rage, excitement and adventure. So, it is a warm color that you should select very carefully. The designers usually prefer this color when they need to express some feeling of warmth through a logo.
For brand-building purpose, red is the color of choice for advancing the business interest of the companies in food business. Red is the color for energy and hence many food logos have this color to target youthful audience.
Lays, Coca-Cola, Red Bull are famous logos for their wise use of red to attract young generation towards it food products. Other businesses such as TV channels also strategically utilised red in logo.
Yellow is another crucial warm color through which logo designers express joy, positivity, playfulness, sunshine, warmth, concern and inquisitiveness. This eye-catching color gives positive and sunny image to a brand or business. The color targets youth for their energy.
Global players using yellow in their logos include DHL, Shell, McDonald’s, National Geographic and Nikon.
Green represents nature and its freshness. So, the color is also associated with natural beauty, growth and coolness. Companies which have a concern about environmental issues typically have logos with green color. Also, the businesses involved in farm products create logos with predominance of this color to express feelings of good health and growth.
Starbucks Coffee, Animal Planet, Holiday Inn and BP are some of the global companies using green in their logos.
Blue also has association with nature due to this being the color of ocean and sky. The logo designers use blue to evoke depth, vastness, heights, calmness, success and power. The color represents consistency also.
Technology-based companies and mostly the social networking sites are fond of blue to include it in their logos. Governmental organizations and medical institutes use blue to generate faith. Renowned drinking water companies have blue in their logos.
Facebook, Twitter, Pepsi, Skype, IBM, Dell and Walmart are some of the global players who made a good use of blue in their logos for branding purpose.
To conclude, people recognize a brand by the colors used in its logos and other marketing tools. So, selection of colors should be based on the type of business you run and the industry you are in.
You can share your experience on how to create logo design with colors in order to evoke certain emotions from the viewers and targeted audience.