What is the Meaning of Color?
Think of the last time you walked into a grocery store and made a purchase. Regardless of the type of item you chose, what coerced you into buying the product? Was it because of a commercial you saw the previous night? Or did the informational benefits of the product sway you? Most likely, it was neither of these options.
Presumably, the visual appearance of the product is what initiated this purchase. In fact, Kissmetrics found that 92.6% of consumers identify the visuals of a product to be the most influential aspect determining their spending choices. The graphic visuals incorporated in packaging, web design, book covers, advertisements, logos, and more, simplify to one basic yet crucial variable. Color.
It affects purchasing behaviors, increases brand recognition, and elicits emotion. But there is a method to this madness. Different colors evoke different emotions. These emotions and moods have constant associations with brands and companies. All of this translates into color being damn important.
To have a greater understanding of color, it’s time to learn what these colors communicate. Below are iconic and well known logos with their associated color and meaning.
Red
Red illustrates excitement. In their own unique fashion, these popular brands promote energetic and passion-filled lives to their targeted audiences. By choosing this color, the brands hope to instill a desire to take action.
Orange
Orange triggers emotions of optimism. It is often used to communicate that the brand values a rejuvenating sense of fun. Orange is also known to convey creativity and energy. Because of this, many believe orange is a confusing color when it comes to branding. In Psychology of the Color Orange and What it Means for Your Business, Fatrabbit Creative explains “Without at least a basic understanding of how orange works, this conflicting color may lead to an unclear message”. Therefore, think carefully when applying orange within designs.
Yellow
Being one of the most well known colors associated with emotion, yellow symbolizes and evokes happiness. Yellow’s lively connotation matches with brands that want to make their target market feel joy and freshness. This bright, welcoming color is corresponded with friendliness, enthusiasm, confidence, and all things good.
Green
Green establishes peaceful reassurance. It promotes a refreshing balance and often can be related to nature, health, and wholesomeness. Green can become more complex with branding depending on the specific color variation used. For example, a lime green conveys playfulness and energy while an aqua green calms and heals.
Blue
Blue logos and designs impart a high sense of intelligence. This color makes viewers feel the brand has authority and is honest, trustworthy, and understanding to customers. Companies handling professional matters commonly implement blue within their designs and logos.
Purple
Similar to orange, purple has many varying associations. Of the most common are creativity, individuality, royalty, and quality. Purple also has a tendency to associate with glamor, power, and even romantics. This sophisticated and unique color does not often appear in logos, but does so in order to stand out and declare a brand’s originality.
Multi-Color
Though, some brands just can’t pick one or two colors. When brands decide to design a logo by combining an array of colors, it suggests they value diversity and community. Multi-color logos tend to inspire and cleverly stand out amongst the logo crowd.
The next time you sit down and begin a new design or logo, first ask yourself what emotions and messages need to be conveyed. By simply asking this question, the answer to occasionally difficult design decisions can begin to be found.
Always critically analyze products, logos, and designs for their true meaning. Constantly be thinking of color and its importance.
Good luck.