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Color Psychology in Logo Design

Did you know that science has actually found a connection between color and psychology? Color and psychology are interlinked because colors have an effect on the way people perceive the images that they view. Brands need to pay attention to the types of colors that they use in their color scheme to make sure that those colors line up with the type of reactions they want from consumers.

When you choose a color palette for your logo design (and for your brand), you are influencing subconscious feelings that might be triggered in your future customers. It’s important to use those subconscious feelings to your advantage by invoking qualities that your brand embodies.  Take the colors that match your brand’s attributes and use those in your visual choices.

Impact of Color in Marketing

In 2006, researchers at the University of Winnipeg found that as many as 90% of all quick judgments are made about products solely on their color. That’s an incredible statistic. While there were some caveats (and it depended on the product), the data showed that the color of the product was vital in determining how consumers felt.

When customers have to make a snap judgment about a product, they place an even higher value on the color associated with it. Applying this study to logo design, we see that the color scheme chosen for a brand is critical to ensuring customers connect with the brand.

Interactive Effects of Colors and Products on Perceptions

Also in 2006, Cardiff Business School published a study that showed that not only were color choices important to the way brands were perceived, but also that the perceived “fit” was important. What does that mean? It means that customers judged brands on whether they thought the color choice fit their industry, fit their products, and fit their services.

Placing your brand properly within your industry is directly tied to achieving a sense of color harmony (between your niche & audience). It’s also important to look at products. For example, a fisherman who wants to buy a high-quality fishing rod (that would work well for sports fishing), is unlikely to buy a special silver edition fishing rod that sparkles. The color choice — silver sparkles — doesn’t line up with rugged, outdoorsmen. Understanding what role your product or service serves is vital to understanding what colors to choose to represent your brand.

Choosing a Color Palette for Your Brand

When choosing a color palette for your brand, it’s important to remember that a color palette extends beyond logo design. Logo designs are one aspect of branding, but you will want to create various visual elements such as iconography and other graphics as you market your brand. Choosing a color palette that includes your logo design colors (but also sets color standards for your social media ads and website design), is the best way to create consistent branding for your business.

For a understanding color psychology in detail please read:

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