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Why Logo Color Selection is Crucial To Your Brand’s Success

The last thing that probably comes to mind when getting a custom logo design is picking colors. After all, every person has a unique taste and prefers different colors, and you can’t please everyone. Well, not really. I’m here to tell you that just like marketers, great designers are very methodical when choosing colors and there’s a good reason behind it. Here’s why the color scheme you choose can impact your brand’s success.

We Are Pre-programmed to Colors

The way we perceive our environment and every day things are highly dependant on color. When you go to a food store, you can go to the bread section and you’ll see many manufacturers utilizing brown tones to suggest that the bread is home baked or fresh. Color even influences the effectiveness of placebo pills. Supposedly, hot-colored pills are more affective than their cool-colored counterparts. A few decades ago, the city of Glasgow installed blue colored lighting in their streets, and reported reduced crime in those areas.  Some cities found that even painting bridges in green reduced suicide rates by 30%.

Methodical color selection is prevalent in the fast food industry as well. You will often find fast food restauraunts utilizing yellow, orange and red colors as they have been found to increase appetite. KFC, Dunkin’ Donuts, and McDonald’s all utilize these colors. Another study doneby James Clear further demonstrated this interesting effect. He split a group into two, one with white plates and one with red ones. Each group could select to eat pasta with white sauce or red sauce. He found that people with red plates who chose the red sauce, ate 30% more than the group with white plates and white sauce.

Color affects us everywhere, even on the road. Important signals such as a stop light or signs are painted red, because they grab our attention and alertness. Red cars on the other hand, get more tickets than cars of any other color.

While all of these are highly dependant on cultures, one thing is clear, color has a real effect on people and every day life. It’s no surprise that our brain is being subconsciously programmed to react to colors and that this would carry over to logo design as well.

 Color Association

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Perception of color depends not only on our primal instincts but culture as well. Tones of red can create feelings of arousal, and blue tones can create feelings of relaxation. These positive emotions can be created purely by using the color since the feelings already come preprogrammed to us thanks to media. This is why we find specific colors in advertisements. This is how colors are perceived in the United States for example:

Red – lust, power, excitement, love

kfc-logo

Companies like KFC will use the color red to influence not only your excitement level but your appetite as well. You can see brown tones being used as well to suggest that the food is more natural and home made.

Yellow – competence, happiness

mcdonalds-logo

McDonald’s desperately tries to convey happiness with its logo, yellow color, and even it’s slogan “I’m lovin’ it”.

Green – good taste, envy, natural

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Whole Foods uses the color green in its logo to appeal to those who want to shop for healthier and more natural foods.

Blue – masculine, competence, high quality, corporate

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Intil utilizes the color blue to appear as a competent producer of processors and gives itself a more corporate look.

Pink – sophistication, sincerity, feminine

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Cosmopolitan appeals and targets its female audience by using the color pink.

Purple – authority, sophistication, power

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Companies such as Jet use the color purple to appear more sophisticated while also trying to be modern.

Brown – ruggedness, comfort, organic

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It makes sense that a coffee company such as Nespresso would utilize brown tones to suggest comfort and organic to its consumers.

Black – grief, sophistication, luxury, fear, elegance

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You will often see fashion companies using purely black logos to appear more elegant.

White – happiness, sincerity, purity

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Companies will use white color on darker backgrounds not only to be more visible but to appear more sincere and pure.

Color Influences Us

Knowing everything we mentioned, it’s easy to see how businesses would use this to their advantage. Color is used every day to influence consumers into making decisions. The first thing people will often see related to your business is your name and logo. That’s why choosing the correct colors to convey your brand’s message is important. Depending on what you want to accomplish and what you are selling, a color could have significant impact.

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Just by looking at this, even without text or images, some people will report getting feelings of positivity and happiness.

Think about it. You are walking in a strip mall and you are feeling stressed and are craving some relaxation. Luckily, you see a massage place, but right on the front of the building it says “RELAXATION” in big bold red letters. Instead of your brain associating positive feelings which align with what you are looking for, now you get feelings of aggitation and anxiety. Instead, if the same logo was in cursive letters and lighter colors, you may have walked into the massage parlor.

What is The Best Color for Logo Design?

As you can see, color can create spaciousness or coziness. It can stimilate people differently and it can affect our behavior. To choose the correct color for your logo and branding, you need to consider your company’s message and its audience. What are you trying to convey? Which colors can convey that the best? You should even consider the timing and environment. People who are cold will prefer warm colors, while those who are feeling hot will look for cooler colors.

In United States, blue is the favorite color by far (35%), followed by green (16%), purple (10%) and red (9%). If you are unsure, blue seems like a safe bet in many cases.

There are many things to consider and that’s why here at 499 Logos we take color selection very seriously. We can help you select the right color for your logo and brand, and we can have your logo ready in 72 hours or less.

11 Biggest Logo Design Trends of 2018

Time doesn’t stand still and neither does design. Every year thousands of new companies will create identities that will serve as the face of their businesses. Every year there are new trends and techniques that designers use for custom logo design to set your company apart. 2018 was no exception as we saw certain elements commonly used in many logo designs across the board. Some ideas were unique to 2018 and some were ideas that have remained timeless.

While you may be inclined to jump onboard with any ongoing trends, be careful. As we mentioned in 6 Things Your Logo Should Say About Your Company you should balance trends with other important factors to make sure your logo design does not become irrelevant every year.

With no further ado, here are the biggest logo trends of 2018.

1. Smart Logos

Smart tvs, phones, and… smart logos. Logo designs that convey the company’s brand or message in a clever way are never going away, so it’s no surprise to see them very popular this year as well. The goal with these logos is to draw your attention and leave you in awe, all while making the logo easy to read and use.

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2. Light + Bright Color Schemes

Color is incredibly important when it comes to setting the tone for your customer and it can influence their decisions and emotion. Bright colors are always viewed as positive and upbeat, so its no wonder that brands are opting out for brighter color schemes for their logo designs to appeal to millenials.

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3. Inspiration from Geometric Shapes

There’s something about symmetry and geometric shapes that appeals to everyone. They are simple and straight to the point. More logo designs are seen using different shapes in their logo designs.

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4. Beautiful Retro Typography & Designs

Vintage type typography and logo design seems to have made its way back into our culture and logo design. Old style lettering and art can be seen in many new brands in 2018.

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5. Cut Text

This may seem puzzling on why its a trend, however, it’s becoming quite common. There are different types of cut text being used in logos. Some are letters or numbers being cut into separate parts. Other times, parts of letters or numbers are cut off. Just as with text, our brains are able to unscramble and fill in the gaps. Designs take advantage of this psychological phenomenon and simplify and enhance logo design using these interesting techniques.

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6. Smooth Gradients

There’s just something about a good gradient that is super satisfying to the eye. Gradients have been around since the 2.0 era, and luckily, have become much more soothing since then. Many companies have updated their logos and app icons to now include gradients.

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7. Simplified Crests

Since the existence of design, we have had crests. They were often used to represent families, kingdoms, alliances and more. It’s no surprise that people are still drawn to this type of logo design. However, the modern crest design tends to be much more simplistic, but still often includes majestic animals such as eagles, lions, and rhinos.

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8. Minimal Shapes

One of the biggest trends for the last few years have been minimalistic shapes in logo design that help convey the business’ message to the consumer. These minimal shapes are super easy to use anywhere and they tend to be a favorite of our customers as well.

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9. Structural grid logos

We are not talking about structural grid-based logos that actually include grids as part of the design. We are talking about using grids when planning and designing the logo to add symmetry and balance to the logo design. Whether its by using the golden ratio, or any other type of grid, this type of design seems very appealing to the human eye.

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10. Animated Logos

Another type of logo that is being seen more often is one with animation. It basically introduces or builds up the logo, drawing your attention to it, and letting you experience the brand. While it’s not practical to use it everywhere (website header, paper products, or anywhere offline), it is a great way to let your consumer form a bond with your brand and gain a different perspective.

 

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Design by MadVitas

Design by Anton Tkachev

Design by Anton Tkachev

11. Simplistic Logo Design

By far one of the biggest things we try to teach our customers is to create brands that will last. Simplistic designs that will stand the test of time. There is a reason why brands such as Nike don’t have to adjust their logos every year. Simplicity always wins.

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How to Pick The Right Style & Designer

With so many different types of trends and styles, it may be difficult for your or your company to hire a designer. After all, each designer has their own specific style and does have a limit of what they can produce. This is why at 499 Logos, our process is a bit different. We have a team of in-house designers with various styles that have been tought the fundamentals of building brands that not only stand the test of time but also stand out. Whenever we receive a new project, our team leader hand-picks the designer that would best be suited to bring your logo to life. We believe being flexible and having many designers specializing in different styles is the key to successful projects.  Send us your inquiry and we can have your logo done in 72 hours or less!

The Hidden Fine Print Behind Custom Logo Design

With the inception of any business idea there is is myriad of choices that can be made. Choices are great but they can also be overwhelming. Logo design is advertised as the “easy” part of setting up a business, however, it is often filled with hurdles. There are 5 known ways to get a logo and benefits of each are quite public. However, our designers share the hidden “fine print” (or pitfalls) behind each of these options that companies don’t want you to know.

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