What LOGO designers know about YOU Everyone knows t hat behind every t ype of design st ays a real science, lot of work and st udy. Design involves f irst ly deep psychology knowledge. In designing, beside f orms, shapes, dimensions t here is also import ant t he COLOR. T he colors used in logo design have vit al import ance f or t he success of t he brand t hem represent . T he psychology of colors is heavily used when a brand LOGO is designed, t aking in account all t he desired out comes possible. T he color of f ers an inst ant aneous met hod f or conveying meaning and message in logo design. Color is probably t he most powerf ul non-verbal f orm of communicat ion t hat logo designers can use. T he human mind is programmed t o respond t o color. As humans our survival is hung on t he ident if icat ion of color. We st op our cars f or red light s and go on green, we look at t he color of cert ain plant s and animals t o det ermine whet her or not t hey are saf e f or us t o eat or t ouch. Designer use all t he inf ormat ion psychologist s discovered about human brain and human nat ure, wit h t hree f inal object ives: 1. T o at t ract YOUR at t ent ions 2. To persuade YOU t o remember t he LOGO and all t he “def ining element s” it describe 3. To f inally convince YOU T O BUY (product s, services, t o at t ain your audience) It ’s import ant f or logo designers t o use colors appropriat ely and underst and t he meanings behind t he colors t hey choose. To demonst rat e t he above af f irmat ions, we present you t he reasons why some colors are used in logo design and what designers int end t o t ransmit subliminally.
RED Intended “defining elements”: Actions – Adventure – Aggression – Blood – Danger – Drive – Energy – Excitement – Love – Passion – Strength – Vigor Red is an int ense color. It can summon conf lict ing emot ions f rom blood and warf are t o love and passion. It is of t en used in logo design t o grip t he viewer’s at t ent ion and has been known t o raise one’s blood pressure or make people hungry. Famous brand example:
Red Bull get s a double dose of red in it s logo and is a great color choice f or a logo t hat represent s an energy drink company. T he company market s t he drink as, “Red Bull vit alizes body and mind” and “Red Bull gives you wings!” Bot h of t hese phrases reinf orce why red was an excellent color choice f or logo.
PINK Intended “defining elements”: Appreciation – Delicate – Femininity – Floral – Gentle – Girly – Gratitude – Innocence – Romantic – Soft – Tranquil Pink is a f eminine color t hat conjures f eelings of innocence and delicat eness. It ’s a sof t version of red t hat can st ir up vision of lit t le girls, bubble-gum and cot t on candy. T he color pink is also widely associat ed wit h breast cancer awareness. It is of t en used in logos t o add a f eminine f lare.
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