Color is everywhere. There are color combinations that we are individually more attracted to because color does make us feel something. One of the first memories I have of color was in a video I saw as a child on Sesame Street. They make crayons in this video, and it was two minutes of complete joy for me then as it is now watching it again. I used to dream of a giant box of crayons that I could just dig my hands into, imagine how much fun it would be with all that saturated color.
The psychology of colors is a never ending discussion, and they do make us feel different things. Take a look below at the graphic to see what Louise Myers says about your color choices in your business. If you search on Pinterest with the keywords color and logo, you will come across many graphics such as this one. Keep in mind there are many of these charts and they all say different things. When taking color into consideration for your business logo, there are a few simple tips and tricks you can follow to make your decision easier, whatever color you might choose.
How much money is in your marketing budget
Color costs money; it’s plain and simple. The more color you have in your logo, the more money it will cost to have printed items made to promote your business such as business cards and signage. If you are a non-profit or a creative entrepreneur, this is a perfect place for you to save money in your budget. Try to stick with one or two colors in your logo and it will bring your printing costs down. Keep those same color relevant in the continuation of your brand and your savings will start adding up!
Your target audience
Although it doesn’t affect everyone, your target audience can play a prominent role in the color you choose for your logo. Men prefer bright colors and women tend to select softer colors. Keep this in mind when deciding on the direction of your brand but don’t let it rule everything. Large companies can be very successful with using a color considered more feminine or masculine. Take a look at T-Mobile, they sell to both men and women, and their logo is hot pink. Why it works is because they are consistent in using that color in literally everything they do.
In all logos, big or small, size matters on many levels. In the realm of color, you need to ask yourself one question. Can I see my logo the same in a one-inch square as I can see it on a billboard? Ok, it’s a stretch I admit. The point is you need to have your logo recognizable in large formats and small formats. It gets tricky if you don’t take this into consideration when the logo creation project is happening. Maybe that smaller logo just needs to reflect the color and font choice you have chosen when you go small. Maybe you just need to convert the logo to black and white. In whatever manner you choose, be mindful of the color choices when the “little logo” needs to happen.
Realtors, photographers, foodies, and more unite! Are you taking gorgeous photos and plan to lay a white or one-color logo in the corner? Bet you didn’t think about that when you were designing that four-color gem. Make sure your logo looks good in your final color choice and one color as well. You will be surprised how often you will use it!
If you hate green, but your best friend says, she thinks it works well with the design and your business concept. You are probably still going to hate that green when you get those business cards in the mail. Stick with your gut, what color do you see in your logo. As artists, designers are here to help you develop your brand but it needs to reflect who you are. If you are in love with the color purple, don’t be afraid of it. Chances are when you see your logo in that color you may love it or think, meh! We are in this business because we know the programs, and we know what works in the design world. But at the end of the day we are here for you, it’s your dream, your new endeavor. Your logo and your brand should always reflect you.