There's so many things elements in logo designing. But in this article, I just want to share about color first.
First thing that most people see at your logo is color. That's why color is vital in designing, not only logo, but all things. Because human mind is highly responsive to visual stimuli, especially color. Each color give different stimuli to human mind. That is what people mean by The Psychology of Color.
You should be carefull when choosing a color in your logo, because different colors can give multiple meanings. That's why a graphic designer should understand about Color Psychology.
Color in General
In general terms, bright and bold color are eye-catching, but can appear a brash. More specifically....
- Red, implies passion, youthful, energy, danger, agression, warmth, and heat. It also has been used by in some restaurants as their logo because it also can stimulate appetide.
- Orange, implies friendly, cheerful, fun, confident, and approachability. It is also seen as the color of innovation and modern thinking.
- Yellow, requires cautious use as it has some negative connotations (warning sign, etc). But it implies warmth, friendly, sunny, and also believed can stimulate appetide too.
- Green, is often associated with natural, health, or such products as organic or vegetarian foods/drinks. Otherwise, it also implies growth, freshness, peaceful, and it's popular with financial products too.
- Blue, one of the color which is often used. Because it implies profesionalism, trust, dependable, strenght, serious mindedness, integrity, sincerity, and calm. It also associated authority and success. It's popular with some financial institutions and government bodies.
- Purple, is mostly about loyalty, luxury, creative, imaginative, and wise. It is also associated with church, dignity, and wisdom.
- Pink, can be fun and flirty. But it has feminime connotations, and that's why pink is often used in products that target female as their consumers.
- Brown, has masculine connotation, and also associated with rural life, and outdoors.
- Black, a color with split personality. You should use this color carefuly. On the one hand, it implies power and sophistication, but in the other hand it also implies villainy and death.
- White, generally associated with purity, simplicity, cleanliness. But, a white logo need to stand in colored field to make it noticeable.
Color Preferences by Gender
Of course it is different when you choose a logo for products that target male and female. The colors that men like are different with what women like. Here's what a scientist found...
Men's Favorite Colors
Women's Favorite Colors
Men's Least Favorite Colors
Women's Least Favorite Colors
The most notable points in these images is the supremacy of blue across both genders (it was the favorite color for both groups) and the disparity between groups on purple. Women list purple as a top-tier color, but no men list purple as a favorite color. (Perhaps this is why we have no purple power tools, a product largely associated with men?)
From those data, it's clearly that Also, men were more likely to select shades of colors as their favorites (colors with black added), whereas women were more receptive to tints of colors (colors with white added)
And the one you should know is, those associations are not always right, and aren't a rigid rules. But you should keep them in your mind, it can help to you to make some logos. One thing you must remember, the impact of your logo is not depend on its color, but also shape, text, and meaning.
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