Not just a picture, but a colour, speaks more than a thousand words. This seemingly simple statement holds a profound truth, especially when it comes to the world of branding and your logo’s colour.
Colours are powerful tools that influence not just aesthetic aspects, but can also evoke strong emotions and moods. In the world of marketing and brand identity, colours are used deliberately to create a specific perception and establish an emotional connection with your target audience.
What is Colour Psychology?
The science of colour psychology demonstrates that different colours can evoke various emotions and associations in their viewers. This can be used to one’s advantage when it comes to branding or logo design.
Used incorrectly, however, a colour can also bring disadvantages. Choosing the wrong colours for your logo or branding may lead to a misunderstanding of the brand’s message or may fail to make it stand out. While certain colours may seem an obvious choice for specific industries, this can result in the brand blending in with the crowd. It’s often worth taking a meticulous approach to colour selection or using an accent colour to differentiate yourself from competitors. Ask yourself: What makes your company unique? How can you purposefully highlight this unique selling point in your logo design to stand out from the crowd?
Which Are the Best Logo Colours to Suit Your Brand?
Choosing the best logo colours as part of your brand identity not only accentuates your company’s strengths and helps you persuade customers of your offer, but can also provide you with a competitive edge.
For example, red is often associated with passion, energy, and excitement, while blue symbolises calm, trust, and professionalism. Green tones can emphasise naturalness and health, while yellow stands for optimism and creativity. Each colour carries a specific meaning deeply rooted in our psyche.
The Power of Colour Psychology in Branding
Selecting the right colours for your brand identity can have a critical impact on how your brand is perceived. Let's consider a few examples:
Example Project: Sound of Taste - Cooking classes for traditional Austrian delights
For this project, we chose warm and natural beige tones inspired by various baking ingredients. The accent colour, red, breaks expectations purposefully and represents the brand’s connection to Austria – a vibrant and strong culture. This colour selection reflects tradition and naturalness, while the red adds a modern and lively touch that emphasises Sound of Taste's offerings and distinctly sets the company apart.
Example Project: Praxis Tacheles - Multimedia Art Therapy Practice
For the branding of Praxis Tacheles, we used matte blue tones and warm brown shades to create a calming atmosphere and build trust with patients. The neon yellow accent colour highlights the creative nature of art therapy. This colour combination is not only visually appealing, but also reflects the calming and creative energy that the therapy provides. It not only helps to communicate the brand’s core message and establish an emotional connection with potential clients but also gives the brand strong recognition value.
Example Project: Dr Robert Hammer - Surgery Practice
For Dr. Robert Hammer’s practice, we consciously chose pale and matte green and grey tones. This choice of colours for the logo and branding smartly differentiates the practice from competitors, as most medical facilities or doctor’s offices prefer blue tones. The colours convey a sense of innovation and uniqueness, which in turn strengthens patient trust and highlights the individual aspect of the offerings.
In conclusion, colours can be more than visually appealing; they can also evoke powerful emotions and associations. The conscious choice of the right logo colours can influence the perception of a brand and establish a deeper connection with the target audience.
Conclusion
Colour psychology in branding is a potent tool that enables targeted eliciting of emotions and moods in customers. Each colour holds its own meaning and can have subtle but significant effects. By understanding and harnessing the power of colours, brands can create an authentic and deep connection with their target audience that goes beyond the visual level. Colours are more than mere design elements – they are the language of emotions in branding.