Sleek and classy, brash and bold, logo designs can make or break a brand. When you’re choosing a logo and deciding on the subtle touches that will make all the difference, colour is a major factor. Logos are everywhere, from eCommerce websites to billboards and even on coffee cups, so there’s a lot of competition out there! Let’s have a look at four of the colour considerations that could set you apart from the rest.
First, remember that a colour isn’t just a colour. It makes a difference to our emotions and our response when we see bright Barbie pink compared to a cool Apple space grey. It is important to think of what is associated with the colour you’ve chosen for your logo design. In different cultures, colours can have opposing significance, like brides who wear white in one country and others that wear black. If you’re hoping to appeal to a global marketplace, it’s worth doing a bit of research to find out about the psychology of that colour across the world.
Secondly, consider the tone and nuances of different shades. Some are warm or cool. Some colour designs seem to have an inherently sunny and light disposition, and others communicate depth and richness. A colour you might choose for your bedroom carpet isn’t necessarily the one you’d go for when painting the front door. Some colours you can live with for longer, and enjoy being surrounded by when you relax, but in the commercial world, it might be more powerful to go for the quick fix scream of violent yellow to drive home the impact of your marketing message for an impulse buy.
Thirdly, think about the other brands in your sector. What colours do they use? The brands that dominate; what are the colours that have effectively become written in the code of your industry to say what’s cool, effective – the must-have scheme for a successful brand to sit alongside the big sellers. Even below the level of conscious awareness, colour choices have an impact on the marketplace because of brands that have gone before. Learn the tricks of your biggest rivals.
And fourthly, different printing techniques, textures, contrasts, saturation, brightness – these will all make a difference. You’ll want coherence and uniformity wherever your brand is displayed, whether on your website, letterheads, or clothing branding. These are practical and technical issues, so get professional advice, because to have credibility, you need to be professional.