Reasons Why Your Logo Colour is Very Important

Are you looking to up your branding game? Do you want to make your company visible in the marketplace? If so, consider optimising the colours of your logo. The excellence of any logo design is heavily dependent on the colours you choose. Whether you combine primary and secondary colours, if you use either, your choice of colours will make or break the logo. For a better understanding, please read more below!

Why Does Colour Matter in Logo Design?

1). Attracts Attention 

Research has shown that people first notice colour in a brand’s logo. Moreover, over 80% of people’s memory of a logo is associated with colour. 

And with first impressions of a brand lasting about 90 seconds, you must choose a combination of easily noticeable and memorable colours. A combination of bright colours makes for a prominent logo, which is a lot more memorable.

Your logo should be capable of creating impressive visuals for consumers. Such visuals remain in the memory of your target audience. A memorable logo makes mass recognition possible. 

2). Colour Evokes Emotion 

Brands have historically used colours to evoke emotion among their target audience. In doing so, their audience can relate a specific feeling to a brand, creating an emotional attachment to it while enhancing brand recognition.

For instance, warm colours evoke warmth, excitement, and eagerness. On the other hand, dull colours such as grey represent modern sophistication and ooze confidence. 

The emotions you want to evoke in your audience are an important consideration when choosing the colours of your logo.

3). Communicates To A Market Segment 

Brands and marketers must tailor brand colours in their logos to reach a specific market segment. It is common for brands to select logo colours based on their target market’s location, age, gender, lifestyle, and much more.

For instance, people in the tropics prefer warmer colours and are more attracted to logos that use a warm colour palette. On the other hand, people in higher latitudes respond favourably to cooler colours. 

4). Establishes the Identity Of Your Brand

During the infancy stages of a brand, companies tend to use logos and brand names. As such, an eye-catching logo and the brand name carry all of the weight of creating brand recognition. However, as the brand logo permeates into the collective memory of the masses, the logo becomes synonymous with the brand. After which, brands can stop using the brand name and solely use the logo and its colours. After all, their logo has become their brand identity.

For instance, brands like Nike do not have to attach their name to the famous swoosh logo. The logo is synonymous with the brand. The same applies to other iconic brands and their logos such as Apple, Rolex, Twitter, and many others.

Reasons Why Your Logo Colour is Very Important

Colour Emotion Guide

Colour impacts the feelings any logo evokes. For instance, Red conveys a sense of passion, love, desire, boldness, or urgency. Due to red being intense and warm, it prominently features in many logos and call-to-action (such as Buy Now). The blue colour induces a feeling of calmness, integrity, and professionalism. It is a trusted colour for many corporates and tech companies.

Internationally, green represents good health, organic products, the environment, and vigorous growth. It also symbolises renewal, peace, and new beginnings. The vibrancy of yellow evokes a cheerful feeling and optimistic energy. Like yellow, orange evokes a sense of enthusiasm, cheerfulness, and playful warmth. However, some bold shades of orange might seem too aggressive.

How To Choose The Right Colour For Your Logo

While choosing a logo colour is not rocket science, it must follow deliberate steps designed to help select specific colours and colour schemes. It should be informed by colour psychology to evoke certain emotions in your audience and achieve particular goals. This is how you choose suitable colours for your logo:

  • Know The Emotions You Want To Evoke – With different colours evoking different meanings, you should narrow down the range of emotion you want to evoke in your audience. Use a combination of colours to help you achieve your goal.
  • Consider The Context – Think of all the different places the logo will be used. Will the logo be used in print, signs, websites, and social media platforms? Choosing colours that communicate the intended meaning without changing under different contexts is essential.
  • Use A Combination Of Colours That Help You Stand Out – The colours you choose should give you an advantage over your competition. Understand how your competition is using colours and choose a colour palette that helps you stand out from your competition.

Final Thoughts

It’s not enough to draw from your creative juices and create a unique logo. We believe you must create a logo that gives you a competitive advantage in the long term. Your logo must sell your brand to your audience and stick in their minds. As such, you must be deliberate about choosing colours that help your brand stand out from the crowded marketplace.

Contact Jam & Co For Brand Development Or Rebranding Services

At Jam & Co, we specialise in creating logos that help brands connect emotionally with their audience. Our branding work has helped countless companies build loyal followings that help drive profitability. For the best branding work, look no further than Jam & Co!

Please call us today on +612 8054 4563 or leave an enquiry.


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