What is Color Psychology?
Although it may appear simple at first glance, the logo is a crucial part of any company. After all, logos are image representations of a company. They will be the first thing that many people think of when a company comes to mind; consider the iconic M of McDonald’s, or the stylized mark of Nike. As such, they are an important part to get right if you want to build a successful business.
One of the elements to consider when creating a logo is the color and its associated color psychology. Color psychology is the study of color and how it can influence human thoughts and behavior. Different colors have different meanings and associations behind them, so connecting a meaning to the services and goals of your company is one way to increase the effectiveness of your logo.
In this article, we’ll be using the color red as an example of how color psychology works. Red is a vibrant color that is most often associated with energy and intensity. It is also a color that invokes feelings of passion, as seen in its association with love. Strong shades of red promote activity and ambition, while softer shades can promote warmth and liveliness. Finally, red is a color that stands out and thus is more likely to draw the attention of viewers.
When do you want to include red in your logo? Red is a popular choice for companies that are trying to promote energy and excitement, such as entertainment or sports brands. It can also be used to convey urgency or draw notice to your company, especially if you want to trigger impulse purchases. Notably, the color red has also been shown to trigger hunger, which is why so many restaurants incorporate red into their logo designs.
If you’re looking for more examples of how red can successfully be used to convey the message of your company, take a look at some of the logos below.
Examples of Good Red Logos
LEGO
When parents are shopping in stores for children’s toys, it’s hard for them to miss the bold logo design of Lego. The saturated red background instantly grabs the attention of consumers, while the rounded font conveys the playful energy of the brand. Combined with other bright colors such as yellow and white, as well as its uniform square shape, Lego is able to convey the appeal of its multicolored bricks through just a single brand image.
Nintendo
Nintendo stands out among other major video game manufacturers due to their willingness to innovate and experiment in the name of fun. The bright red lettering of their logo is perfect for communicating the energy and passion that goes into their products. Although the company’s colors shifted to a more muted gray in the mid-2000s, it recently reverted back to its original colors in a bold move to embrace its storied legacy and further devote itself to its mantra. Considering the brand’s boosted reputation following the release of their latest console, it seems like this wasn’t just a coincidence.
McDonald’s
Perhaps the most prolific fast-food chain in the world, McDonald’s makes excellent use of color in its logo. Bold red is a popular choice for restaurants as red is said to make people hungry, but its sense of urgency and action is also a perfect fit for the fast food pioneer. Combined with the iconic yellow arches, the two-color tone stands out among other buildings and can encourage people passing by to order a meal for a low price.
CNN
CNN’s logo is an eyecatcher that encourages people to stay tuned for news. The red in the design conveys a sense of immediacy that is fitting for a company focused on delivering breaking news, and it also represents the energy and passion that goes into news delivery. Meanwhile, the seamless writing of the letters and the white in-between emphasizes connectivity and symbolizes the constant delivery of new broadcasts.
Puma
The color red has strong effects on the body and mind, such as raising respiration rate or blood pressure. This energy boost is exactly the kind of feeling that a running shoe brand like Puma promotes. The simple logo of the pouncing puma combined with the red color denotes a sense of strength and kinetic energy that goes hand-in-hand with the kind of activities that warrant using Puma products.
Formula 1
Formula 1’s logo does an excellent job at conveying a sense of speed and flow. The slanted initials create the illusion that the image is moving. Notably, the logo uses a gradient that changes from a darker and more concentrated shade of red to a brighter and more vibrant shade. This adds to the feeling of energy and shows how different shades of the same color can have different connotations.
Target
Red is a popular logo color for stores that encourage quick shopping sprees. These stores do not target the methodical shopper; instead, they aim to draw in impulse buyers. Target’s logo makes excellent use of negative space to create a bullseye symbol that is eye-catching and iconic. The psychology behind Target’s logo may be part of the explanation behind the store’s younger age demographic compared to other retail chains such as Wal-Mart.
Bank of America
When thinking of businesses that would work well with the high energy and passion that the color red invokes, a bank might not seem like an odd choice. However, Bank of America uses this contrast to their benefit by invoking a sense of strength and energy that its competitors lack, making it an appealing choice. It is an unorthodox design decision, but considering how it’s the second largest banking corporation in the country, Bank of America’s logo certainly accomplishes its goal.
TLC
Color is important when creating a logo, but shade and saturation are similarly important in conveying a certain message. Many red logos lean on vibrant and saturated shades, but TLC’s logo is closer to a maroon color. This darker shade trades boundless energy for more controlled emotions of passion and interest. These are great emotions to be invoked by a television channel dedicated to educational content. People who are enthusiastic for learning will find themselves drawn to this channel’s logo and content.
Red Bull
The color of red is a significant part of Red Bull’s brand message, to the point where it is included in the name. There is no better color for an energy drink that prides itself on bringing motivation. By using the bull as a motif, Red Bull takes some of the more negative connotations of the color red such as anger or danger and puts a positive twist on them. It compares the energy you’ll receive from this drink to the wild and vivacious nature of the mighty bull.
Conclusion
Hopefully, this article has shed some light on how color psychology works and why it is so important to a business from a design perspective. Your company’s logo is a crucial representation of your business, and it deserves special care and attention. The logos shown here are just the tip of the iceberg when it comes to good examples to follow; there are plenty of other logos, whether in red or in any other color, that make excellent use of color choice and psychology. If you’re looking to create a logo for a company that wants to entice an energetic demographic, consider red as the color for you.