Logo psychology: what its color and shape say about companies
Posted: Mon Dec 23, 2024 10:25 am
Everything enters through the eyes, and brands are no exception. Before knowing anything about the company behind a logo, its shape and color will have already transmitted something about it, a positive or negative feeling that will later be very difficult to change. Yes, we all know that what is important is on the inside, but it needs a wrapper that invites us to get closer.
93% of purchasing decisions are based on visual perceptions, according to an infographic by Colourfast, and 84.7% of consumers consider colour to be one of the main reasons for buying one product over another. In addition, 8 out of 10 say that colour makes it easier to recognise a brand. That said, it is clear that the choice of colour for a logo is not a superficial matter.
Although intuition plays a fundamental role in the perception of a logo, there are a number of factors that we all have internalized. Would you think of designing a car insurance logo in red or a candy brand in black? Probably not.
Each color is associated, in our mind, with a series of all mobile company name list characteristics, and it is essential that the chosen tone corresponds to what the company offers.
Meaning of each color
Blue : transmits calm, security, honesty, trust and care. It is the color chosen by many car, insurance, banking and medical product brands.
Red: reflects energy, love, passion, action, daring, emotion. Coca-Cola, Disney and Red Bull are some of the brands that have chosen it.
Orange: It is a cheerful, friendly and sociable colour, but it also has economic connotations, which is why we find it in many low-cost products, from EasyJet to Penguin.
Yellow: carries with it an optimistic, cheerful and playful feeling, but also confidence, logic and innovation. We find it in brands such as IKEA, Shell or McDonalds.
Green: we quickly associate it with everything ecological, natural, fresh and organic, as well as with being charitable. It is present in the logos of numerous food and restaurant brands, as well as NGOs. Some examples would be the logos of Greenpeace, Starbucks or Benetton.
Lilac: ideal for highlighting creativity and imagination, but also with a nostalgic edge. It is the choice of Yahoo, Barbie and Milka.
Black: sophisticated, luxurious and seductive, but also formal and a figure of authority, it is a classic of luxury brand logos (Chanel, Dior, Hilton, Lexus...).
93% of purchasing decisions are based on visual perceptions, according to an infographic by Colourfast, and 84.7% of consumers consider colour to be one of the main reasons for buying one product over another. In addition, 8 out of 10 say that colour makes it easier to recognise a brand. That said, it is clear that the choice of colour for a logo is not a superficial matter.
Although intuition plays a fundamental role in the perception of a logo, there are a number of factors that we all have internalized. Would you think of designing a car insurance logo in red or a candy brand in black? Probably not.
Each color is associated, in our mind, with a series of all mobile company name list characteristics, and it is essential that the chosen tone corresponds to what the company offers.
Meaning of each color
Blue : transmits calm, security, honesty, trust and care. It is the color chosen by many car, insurance, banking and medical product brands.
Red: reflects energy, love, passion, action, daring, emotion. Coca-Cola, Disney and Red Bull are some of the brands that have chosen it.
Orange: It is a cheerful, friendly and sociable colour, but it also has economic connotations, which is why we find it in many low-cost products, from EasyJet to Penguin.
Yellow: carries with it an optimistic, cheerful and playful feeling, but also confidence, logic and innovation. We find it in brands such as IKEA, Shell or McDonalds.
Green: we quickly associate it with everything ecological, natural, fresh and organic, as well as with being charitable. It is present in the logos of numerous food and restaurant brands, as well as NGOs. Some examples would be the logos of Greenpeace, Starbucks or Benetton.
Lilac: ideal for highlighting creativity and imagination, but also with a nostalgic edge. It is the choice of Yahoo, Barbie and Milka.
Black: sophisticated, luxurious and seductive, but also formal and a figure of authority, it is a classic of luxury brand logos (Chanel, Dior, Hilton, Lexus...).