Color is so much ingrained in our everyday life. It affects us more than we realize. It can influence our emotions, decision making, and even our memory. And this is why in the commercial world brands use colors very decisively to convey a certain message in how their logos should appear.
Logo can be defined as “a recognizable and distinctive graphic design, stylized name, unique symbol, or other device for identifying an organization.” A logo is a play of shapes and colors. But among all of these elements, what will stand out first is the color. The truth is that color impresses on the person first before anything else. So in creating a logo, careful thought must be given on what colors should be used.
Here’s a very good example, I came across from colormatters.com
The next question now is how do you incorporate the psychology of message in creating your logo? Here are some suggestions.
1. Know exactly what message you want to convey
In other words, start with the end in mind. This is a cliche but it’s so true I can’t miss on mentioning it here. More than anything else, you should know what is your brand message. Start by outlining this and make this as your guide
2. Know what different colors might stand for
There are a lot of resources on these now a days. In considering the different meaning of colors, you have to be aware that colors can have a general meaning that may stand true across humanity but at the same time there are colors that have unique meanings for certain groups like for a certain culture, age group, or location. Be mindful of this by being aware who your customers are.
Here are some insights on what different colors might mean:
3. Give it a test
Just like any objective question, the only way to answer “will it work?” Is by doing an objective method. You can run a survey, interviews, and/or focus group discussion to selected groups. You can start within your company or to a selected group of customers. You may also resort to crowdsourcing. The point is that you should gather feedback from your audience and make adjustments as necessary.