The Psychology of Color and Logo Design

The Psychology of Color and Logo Design

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If you’re starting a business, or considering updating your brand’s image, the first thing that crosses many business owner’s minds is, “We need a new logo!” Truth is, without a compelling logo, it will be hard to capture your audience’s attention, let alone their business.  However, running right out and hiring a graphic designer shouldn’t be your first step.

Logo design (or redesign), should only be accomplished once you have a solid understanding of your company’s image.  What’s your brand’s personality? Are you conservative or progressive?  Funny and playful or serious? Predictable or surprising? How do you want your employees and customers to perceive you? For example, a financial advisory firm may want to communicate that they are trustworthy and dependable. As you can see from the graphic above, blue would be a great color choice.  That being said, Financial Advisors aren’t tied to a singular color choice.  Blackhorse Life Brokerage chose gray and black because they wanted to communicate balance and calm in turbulent times.  It all boils down to the central message you want to send.

Scientists have been studying how we respond to color for years.  Various colors cause us to respond in various ways.  That’s why it’s essential for you to first understand the image your brand is trying to convey first.  Once you’ve spent some time thinking through your brand’s personality, it will be much easier for you to give your graphic designer direction in their approach.

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Jeff Bickley
jeff@brownboxbranding.com

Over the past decade, Jeff has worked with numerous Fortune 100 and Start-Up companies to establish, reinvent, and re-enforce their brand. A serial entrepreneur at heart, Jeff has a passion for leveraging his vast experience to provide solid and timely advice to business leaders at all levels.

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