How to use colour psychology to make your logo more expressive?

How to use colour psychology to make your logo more expressive?

Do you know what defines a start-up’s identity? A great logo! A logo gives a brand its persona that is relatable and scalable; it narrates the brand-vision consistently and stays with the brand forever.

In order to create an appealing identity, brands work extensively on concepts and narratives behind their logos, and strive to come up with innovative ideas, but, more often than not, they fall short because they undermine the importance of colours in their logo designs.

It is usually observed in case of start-ups as they fail to recognise the crucial impact colours can have on how consumers view personality of a brand. They help in creating differentiation, and facilitate a product and brand stand out.

Those who still doubt the importance of colour in logo design should know that it is scientifically proven that 90% of snap judgements made about products are based on colour alone. According to a separate research complied by web design and marketing company WebPage FX, people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on colour alone. In fact, almost 85% of consumers cite colour as the primary reason they buy a particular product, and 80% of people believe colour increases brand recognition.

Let’s carry this on with two fun facts:

a) Humans can see about 10 million different colours.
b) Consumers buy products in colours that they find most appealing at the time of purchase.
The fact that out of 10 million possible colours you are supposed to cherry-pick only those colours that fit harmoniously with your brand persona is both intriguing and mind-boggling.

Don’t worry! There are some tried-and-tested filters to ease your trouble.

Before sitting down for designing, it is advisable to first identify the kind of services a start-up deals in, and for what kind of audience. This act as a significant filter when it comes to choosing between numerous colour palettes

For instance, health-tech start-ups, like Practo, prefer to stick with blue colour palette in their logo design, as it represents ‘trust’ and ‘dependability’. The blue is often accompanied with green as it symbolizes ‘growth’, and ‘nature’. Here are few other examples.

When it comes to edu-tech start-ups, blue, again, stands out because the objective is to convince people that they can depend on the brand, and trust its strength. That’s why we see education-based start-ups choose blue in their brand identity, often along with red palette—a colour that signifies excitement. Here are some examples:

When it comes to food-tech start-ups, like Zomato and Foodpanda, they choose to play around with red and yellow colour palette to portray them as ‘youthful’ and ‘energetic’, and in possession of ‘clarity’ and ‘warmth’. It is also observed, red and yellow are shown to elicit more brain activity than blue or green (you better note it down!).

We, at BoringBrands, are a bunch of rebels, and to depict that we chose orange in our brand logo, as it stands for disruption; and that’s all we ever wanted to do— disrupt the monotony of the marketing world and create out-of-the-box concepts for budding start-ups.

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