Colors can become a key part of any brand. Whether our logo is red and intense, yellow and joyful or black and mysterious, its colors are announcing something to the customer.
Understanding the psychology of colors is vital to designing an effective logo.
The human mind is highly responsive to visual stimuli, and color is one of the major defining factors in that response. On both a conscious and subconscious level, colors convey meaning – not only in the natural world but also within the artifice of our culture. Graphic designers need to harness the power of color psychology to bring resonance to their designs – and in no field is this more important than that of logo design.
If we’re hoping to make our workers more productive, or we want to encourage shoppers to spend money, understanding the basics of color psychology can help us design a space that will maximize our potential.
Effectively decorating the workplace with colors that encourage creativity, productivity and positive morale has been the subject of recent research, but the concept of influencing attitudes and work habits by creating the most conducive environments is not a new one. As researchers more clearly identify how certain colors provoke predictable psychological and physiological responses, interior color design has become important to the corporate boardroom and the production manufacturing workroom. The appropriate use of color can not only maximize productivity levels and minimize fatigue, but it can also stimulate collaboration, creativity and cooperation.
Every color, including black and white, has implications for logo design. As designers we need to pick our colors carefully to enhance specific elements of the logo and bring nuance to our message with the use of shade and tone.
The color of a wall can actually change how a person perceives the temperature. Warm colors, such as orange, red and yellow can cause people to think the temperature in the room is warmer than it actually is. Cool colors, such as blue, green and light purple cause people to estimate the temperature is colder.
Color evokes similar emotional responses in most people. However, there aren’t always universal truths about color. People of different cultures may have different thoughts and emotions about certain colors. Also, a person’s past experience can affect feelings about a certain color.