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The Psychology of Color for Your Brand’s Logo

Firefox logoEver wonder why you can sometimes recognize a store based on the color of the logo, before you even read the name? The best logos are ones that are easily remembered, have simple, yet impactful designs, and make sense when it comes to helping you remember their name. Target, for example, does just that–their logo is an actual target, which reflects the name of their store. This makes complete sense to consumers everywhere. If you are in the market for a new logo, keep in mind these tips on utilizing color to your advantage.

Think Emotions

What emotion do you want to convey from your business or evoke from your customers? Are you trustworthy, reliable, or dependable? According to some research, you might want to choose shades of blue in your company logo. Do you want people to get excited when they see your name? Red or yellow might be the color for your branding ideals. Want to show peacefulness or health? Green could be the way to go for your health-conscious business.

Readability is Key

Think of your favorite logos and what makes you like them. Are the designs simple or sophisticated? Do they use several colors or just one or two? One key factor when using color is also readability. You want your audience to be able to instantly recognize and read your logo/name of your business without much effort.

If your logo is confusing or hard to decipher, then potential customers will not remember it. Some of the most famous logos are simple, uncluttered and easily identifiable (think of the Nike swoosh). For those that are too busy running their business to learn the intricacies of creating a brand logo, consult with a professional firm such as brandfeverinc.com to build it for you.

Choose Colors Wisely

Recent research shows that people make subconscious judgments about other people, the environment, or a product and its packaging in the first 90 seconds of making a visual connection. Surprisingly, 62 to 90 percent of that judgment is based solely on color. Who thought color could have such a profound impact on our interpretations of the world around us?

Counter the Competition

In some cases, when you have a product or service that is in direct competition with a host of other suppliers, you may want to make an assessment of the colors in their logos and do the opposite. Why? So you can stand out in the crowd. If everyone in your industry (say, the medical field) is using blue, try using orange – the complement of blue. This will make your business look and feel different. It tells your consumer that you have something unique to offer, rather than just being part of the crowd.

Colors really do make a difference in how your potential clients will see you. First impressions are everything, especially in a world of competitors. Make the right color choices and you could rise above your competition early in the game. Back up your product or service with above average standards, and your business will thrive.

After researching color meanings, Teresa Stewart created her own business logo. If value-added time is better spent on company operations, experts at brandfeverinc.com offer a full complement of marketing and branding services. Their designers and strategists leverage the latest innovation to create engaging and effective solutions.

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