Howto: Effectively Use of Color Psychology in Logo Design

Color is one of the crucial components of logo design. Initially, you need to ensure that the basic logo design is simple and the logo looks good in black and white. When you have got a cleanly designed logo you can start planning about the color scheme.

Researches have shown that sensible use of colors in logo design helps in creating greater impact among target groups. Study of color wheel can give us an insight and guide us in selecting the right color combinations of logo design. Selecting proper color combinations helps in communicating the right message effectively.

Concept of color wheel

The color wheel and different types of color combinations are given above. The linking lines show the relationship of the connected colors. As for example, complimentary colors are the colors that are directly opposite to each other in the color wheel. In the above diagram, red and green are marked as complimentary colors. Similarly yellow and blue are complimentary colors. Depending on the requirements of logo designer you may consider using Triad combination for selecting three suitable colors or Tetrad for choosing four suitable shades of logo design. Selecting colors from color wheel is not mandatory but it is a good place to start selecting the right shades for your logo design.

Meaning and Psychology of colors

Sometimes you may decide to ignore the color wheel and concentrate on meanings and psychology associated with different colors. Each color conveys a different message. Think of your products, company, target audience and the message you want to convey through logo design. Match them with the appropriate shades. This may not be science but it is a good point while planning color scheme of your logo design. Let us have a quick look at some commonly used colors and meanings that are normally associated with them.

• Red: Temper, love, passion mood, vitality, bold, aggressive, strength,
• Green: health, environment, animals, money, tranquility, nature,
• Blue: power, success, calm, trust, dignity, authority
• Yellow: happiness, summer, sunshine, playful, bright ideas
• Black: boldness, seriousness, classic and masculine
• White: clean, refined, pure, simplicity, innocence
• Gray: business, practical, simplicity,
• Brown: Retro, mature, woods, nature,
• Purple: fantasy, sophistication, royal, spirituality.
• Pink: Feminine, love, romance, health, innocence,

Interesting case studies

Let us have a look at logos of some renowned brands and how they have effectively used the color combinations in their logo design to communicate the right message.

VISA

This logo design is a great example where the logo designer kept it simple and straight by using direct complimentary colors. Blue used in bold fonts is directly opposite to the yellow. The yellow has a touch of orange but it is not a great deviation. While the bold blue evokes trust, friendliness, wisdom and loyalty the joyful yellow (with a dash of orange) stands for satisfaction and happiness. Wealth, trust and happiness bundled together in this uniquely designed logo of a brand associated with transaction of millions of dollars worldwide.

McDonalds

Logo design of McDonalds is a good example of how you can use analogous colors of color wheels to develop a high impact logo. Logo designer of McDonalds may not be aware of the analogous color concept but probably knew that red and yellow triggered hunger. Red not only draws attention it also gives a cue of speed that the fast food chain prefer to get associate with. Yellow brings in joy, friendship and sociability. With the focus on - quick bite with friends and children, yellow seems an obvious choice.

Koloroo

This logo is a fine example of how tetrad color combination of color wheel can work wonder. Red shade on the head and feet of the kangaroo contrasts well with the light blue that dresses name of the company. Note the use of light yellow and green that overlay with other colors creating a rhythmic flow.

Precautions

Avoid using too many colors. It gives the logo an amateurish look. The logo design becomes hard to remember and the color combination may get messy.

Avoid colors that are used by your close competitors. If you are competing in a niche market it becomes more important to set your logo design distinctly different from others.

Choose colors that are related to your business. If you are selling luxury products for women then purple, pink and white are obvious choices.

The colors used in logo design should be visible distinctly in several media like print, television and web. If your logo design is too dependent on color then cost of printing will go high.

Finally

Rules of color harmony are not laws of logo design. Logo designer is a creative person and no laws should come as a hindrance to creativity. However, logo of a company is designed for a definite purpose. It is responsibility of the designer to ensure that the logo design serves purpose of the client. Rules of color harmony help a designer to communicate the right message effectively while remaining creative.