Color Psychology: How Colors of a Logo Affect Consumer Perception?

Have you ever been intrigued by colors? Or the role of colors in a logo has ever made you like or dislike a brand? Have you ever noticed how consciously, or unconsciously, we come to make a love or hate relationship with a brand mainly because of the colors used to make its logo? Color plays a crucial role in attracting the audience. Knowing about color psychology can help in building a strong and relatable market brand.

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What is Color Psychology?

Color psychology talks about the relation of colors with human behavior. It tells about a person’s ability to make decisions in everyday life, like buying items based on color choices. For instance, does a specific color dress intrigue us into purchasing it? Or does the color of a logo fascinate us to choose one product over another? Or the color of a logo icon is more likely inspiring us to click on it? The straight answer to all these questions without a shadow of a doubt is: YES!

Hence the question arises; why do colors have such a substantial impact on us, and what makes us prefer specific colors over others?

Effects of Color Psychology on Consumer Perception

Typeface, shape, size, and other designs, affect a brand-overall-design significantly, but choosing the color is an essential element. The perfect color combo will attract potential customers. Colors incite feelings and provoke emotions. It is imperative to choose the right set of colors for your brand’s digital marketing. Choosing the right colors for a logo design will create an excellent perception on the consumers. True colors make the brand stand out from the crowd or blend into it.

Designers can use colors to influence the target audience, and positively, mold people’s thinking and interpretations towards the brand. The color choices impact consumer’s perceptions and decisions, which is why the logo designers need to understand color psychology.

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To find out the different impact colors on consumer’s psychology, read below:

Red Color Psychology

Red is the most intense color. It is associated with energy, excitement, danger, passion, and action. It is used to capture attention and provoke emotions. Brands usually use red for the ‘order now’ buttons to make their packaging stand out on the shelf. These are also called CTA (Call to Action) buttons.

Brands like Coca Cola and YouTube bring out excitement into the audience.

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Orange Color Psychology

Orange color is used to represent creativity, enthusiasm, adventure, and success. The orangish color adds fun to the picture. Fanta uses orange for evoking enthusiasm, and adventure in their consumers.

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Yellow Color’s Psychology

The psychology of yellow is associated with happiness, sunshine, and summer! It provokes feelings like positivity and optimism. A little touch of yellow color will give the idea to the website visitors that the webpage is associated with something positive.

The brands like Ferrari and Ikea associate luxurious feelings with happiness and a carefree lifestyle.

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Pink Color’s Psychology

Pink color is mostly used for the brands that serve female audience. The meaning of pink color usually associates with femininity, immaturity, playfulness, and unconditional love. Brands such as Victoria’s Secret and Barbie use pink color in abundance to attract the female audience.

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Green Color Psychology

In color psychology, green color is connected to nature. Growth, health, and generosity are some positive associated meanings for green, whereas; a negative connotation for green is envy. Brands like Roots is a fashion retailer; their models are often in natural outdoor settings in order to blend with nature and attract outdoor enthusiasts as their target market.

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Hence, color psychology is not only limited to the above-mentioned colors or their functions. It is crucial to choose the colors which would represent the personality of your brand and the feelings of the customers associated with them. The better knowledge you have about color psychology, the better you will be at designing attractive and energetic visuals for your target audience.

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