Wednesday, 16 May 2018 / Published in Branding, Design, Graphic Design

Choosing a Colour Scheme for Your Custom Designed Logo

At ProCloud Signage we believe that a basic understanding of colour psychology is important to design an effective custom designed logo.

The human mind is highly receptive to visual stimuli, and colours are one of the main defining factors in that response. On both a conscious and subconscious level; different colours convey different meanings, not only in the natural world but also culturally. Graphic designers need to control the power of colour psychology to bring resonance to their designs – and in no field is this more important than that of logo design.

The use of colour can bring many levels of meaning, from primitive responses based on millions of years of evolved instinct to the complex associations we make based on learned assumptions. Companies can use these responses to enhance their branding messages. Moreover, your success as a logo designer will be boosted if you have a thorough understanding of colour psychology.

What Different Colours Mean

Big brands pick their colours carefully. Every colour, including black and white, has implications for logo design. As a designer, you need to choose your colours carefully to enhance specific elements of the logo and bring nuance to your message with the use of shade and tone.

In general terms, bright and bold colours are attention-grabbing but can appear brash. Muted tones convey a somewhat more sophisticated image, but may run the risk of being overlooked. More specifically, particular meanings are ascribed to different colours in society.

Red implies many things, from passion, energy & danger to aggression, heats & warmth. It has also been found to stimulate appetite, which is why it is used in so many restaurants and food product logos. Choosing red for your logo can make it feel more dynamic.
Orange is commonly perceived as the colour of innovation and modern thinking. It also carries certain connotations of youth, fun, affordability and approachability.
Yellow requires cautious use as it has some negative connotations including its signifying of cowardice and its use in warning signs. However, it is sunny, warm and friendly and is another colour that is believed to stimulate appetite.
Green is commonly used when a company wishes to emphasise their natural and ethical credentials, especially with such products as organic and vegetarian foods. Other meanings ascribed to it include growth and freshness, and it’s popular with financial products too.
Blue is one of the most commonly used colours in corporate logo design. It implies serious-mindedness, professionalism, integrity, calm and sincerity. Blue is also connected with (both) authority and success, and for this reason is very popular with blue-chip corporations, financial institutions and government bodies.

This diagram shows themes commonly associated with particular colours

Purple speaks to us of royalty and luxury. It has long been associated with the religions & the Catholic church because it implies wisdom and dignity. Throughout history, it has been the chosen colour of the rich & wealthy.
Black is a colour with a split-personality. On the one hand, it signifies power and elegance, but on the other, it is connected with villainy and death. More mundanely, all logos will need a black and white version for display where other colours are not able to be used – and there is currently a trend for bold monochrome logos and word marks.
White is commonly associated with purity, cleanliness, simplicity and innocence. In practice, a white logo will always need a coloured background to make it visible. Numerous companies will choose to have a coloured and a white version of their logos; for example, the Coca-Cola word mark appears in white on its red tins and brown bottles but is used in red when needed on a white background.
Brown has masculine connotations and is often used for products associated with rural life and the outdoors.
Pink can be fun and flirty, but its feminine associations means it is often avoided for products not specifically targeted at women.

These associations are not set rules, of course, but they’re worth considering; as you make your final colour choices. Remember that the overall impression of the design of your logos will depend not just on the colours themselves; but upon how the colours interact with the logos shapes and text.

Single or Multiple Colours?

Multiple colours are hard to achieve but can work to get the maximum impact of your chosen colour’s coded message; We normally use a single colour when creating a new logo design. That said, there are some great multi-coloured logos around – look at the Google, Windows & eBay logos.

The implication of multiple colours is that these companies are offering a wide choice of products and services. The multiple colours used for the Olympic rings carry a message of diversity and inclusivity.

A newly emergent trend in logo design is the use of mosaic patterns and tessellation. These naturally require several colours, ranging from contrasting brights to multiple shades of a single colour.