The importance of COLOR in designing a LOGO
Life is not black and white …there are shades of grey and wide-ranging colors too. So, it is definitely a smart idea to plan a well-designed color logo to represent your company. The logo design can be a combination of an image along with text which represents the business.
Why is it necessary to have a well-designed color logo?
To understand why is it good for your company to have a well-designed color logo, it is important to understand what the human eye perceives while looking at a logo.
Visualization of the logo:
Shape and color are both properties of objects and are processed by the part of the brain known as the inferior temporal cortex (IT) to detect and discriminate one object from another.
According to the latest research finding, the brain encodes color and form/shape together in a systematic way. After color and shape the brain would encode/ recognize text. So, this simply means, the shape and the color of the logo both play an equal role in the sequence of visual perception and cognition which need to be taken into account in the process of logo design.
Thereby, the message of the company which you to wish to convey to your customers has to be done through a combination of the shape of the logo, the color of the logo and the text of the logo. The function of the logo is conveyed through its color and shape and text.
SHAPE of the logo:
So, speaking of shape briefly, when people view shapes like circles, squares, triangles or even plain lines or curves, a multitude of psychological processes occur. These shapes are often associated with emotions like partnership (interconnecting circles), reliability (squares),
power (triangles), energy (lines) and comfort (curves). A graphic designer should be able to interpret different shapes and explain to a client which are the most fitting for the company and its product.
COLOR of the logo:
Color plays a crucial role in the logo. The reason being, it: -
i. Enhances memory: The most important virtue of color is that it boosts one’s memory. As color helps to bring out a design, it impacts the cognizance and memory making it easier to memorize than the same logo designed in plain black and white.
ii. Attracts attention: Did you know ads in color are read up to 42% more often than the same ads in black and white? Similarly, color logo too plays an important role in attracting customer attention.
iii. Improves brand recognition: As per a study by University of Loyola, Maryland, color increases brand recognition by up to 80 percent. So why not use the power of color in your logo for added brand recognition or product recognition or company recognition. Make the logo world recognizable!
iv. Establishes identity: Colors are used to unify an identity. The most famous example is the turquoise color box of Tiffany. Tiffany almost owns the color! So, own a design, own a color and own a logo that is unique to the identity of your company. The logo after all is an outer expression of your internal company.
v. Creates a mood: The psychology of colors has different moods/conditioning attached to each color. Example, red color could indicate energy, strength, passion or sometime even danger. While green may be associated with nature, money, health and peace. While each color brings out an emotion in an individual, it is important the company logo understands the use of the colors and its hues to convey the right message to their buyers.
vi. Has a cultural association: In Christian weddings white gowns represent the purity but on the other hand in India white color is for mourning or death. So, while designing a logo, to some extent it is good to take into account your markets and the culture of the people residing so as not to hurt any sentiments by using the wrong color or shape in your logo.
vii. Differentiates from competitors: A logo is your property. It is best to have a unique design which is in no way similar to that of competitors. Position your logo to attract attention to your product immediately.
TEXT of the logo:
Though the text in the logo is recognized by a person after the shape and color, it does equally play an important role in the overall design of the logo. The font of the text, small or capital letters, italics, etc all need to align with the design to make a powerful impact.
Conclusion: In view of the above, logo design is not an easy exercise. There is a lot of thought that is needed to go into it to bring out the most effective logo. Today logos like Coco-cola, Apple, IBM, FedEx, and Nike have become the world’s most recognizable brand logos. Create your corporate or brand logo keeping in mind every aspect of shape, color and the text required for it to stand out.
Rukshana K(http://arillawords.com)- Rukshana is a freelance Content Writer, Copy Writer and Brand Strategist working out of Mumbai and Pune, India. She uses her knowledge in Content Writing to assist businesses worldwide, to increase their visibility on digital platforms. Her digital expertise combined with her writing skills, help to build a profitable online product/service/brand for her clients.