When thinking about a color for your logo, it’s important to research the typical choices of color among your competitors, and understand what a particular color is trying to communicate to a customer.
Here’s how to find the right colors.
Do not copy!
One of the worse things to do when choosing logo colors is to use a particular color combination which is already fully associated with an established brand – especially if the market leading brand sells the same products and services you do. If you make this mistake, one quick look at your logo (without looking closely) and people will think of the older, more familiar brand – which is exactly what you don’t want. It’s like free promotion for a product which isn’t yours.
Think of Color association
Most importantly, it’s important to distinguish whether the color serves to imply a certain function (e.g. blue is clean, healthy, safe) or if the color implies a certain idea (e.g. neon green is fun, adventurous, different). Once you’ve determined what it is that your target customer is looking for, you can best decide on the color to help them find it.
Promoting point-of-purchase sales, (unplanned purchases as a result of walking down the aisle of a pharmacy or supermarket) is difficult because your product will sit on the shelf with at least 20 or 30 other products. Sometimes choosing a product color and logo that stands out can help. You go to a shop, and your product must stand out. And since your logo is your product’s main identifying factor, it must therefore stand out even from a distance – and this is achieved by choosing the right color combination which “speaks” to your potential customers.
Choose a logo color that will translate well through various media
Remember, your website design and pretty much all the designs around your brand will be affected by the logo color you choose. It will dictate the website color backgrounds, elements and even the color of your business cards. It all depends on your logo color in the end. Therefore, choose a logo color/combination which will look good in all the various marketing collateral and communication platforms you plan to use.
Be aware of what your colors stand for and communicate
By just identifying what your characteristics are (or should be), you can easily find the color that expresses what emotion and reaction you’re after. Being aware of just how important the logo color is makes it easier to predict the initial response to your brand’s identity. Your brand’s identity is your customer’s first impression of your brand, so think about it a lot before you go and choose what characteristics your brand should express.
Generally, here are what colors signify:
White: purity, neutrality, simplicity, serenity, peace
Yellow: optimism, warmth, happiness, fun, energy, friendship, caution
Orange: Friendliness, creativity, cheerfulness, confidence, warmth, flamboyance
Red: Excitement, boldness, passion, rebellion, bravery, action, danger
Blue: Trust, dependability, strength, cold, smart, freedom, loyalty
Pink: Feminine, fun, delicate, romantic
Purple: Imaginative, royal, elegant, mystical
Green: Peaceful, growth, health, organic, jealousy, luck