A movie, which is ready for its release is not directly rolled out in cinemas for the public to watch. Firstly, it is introduced to the public through various posters and trailers to give them a brief about the content of the movie. These trailers or posters are made in such a way that it excites and induces people to watch that movie. Similar is the story with logos that are designed to give an introduction of the brand for which it has been designed.
Just like, posters and trailers are the first impression of a movie for the movie goers; logos are the first stage of impression for its target audience. It serves as the face for the brand it represents that speaks volume about its business objective, its core values and branding. A logo that is not only visually attractive, but which also demonstrates the message of the business without any verbal explanation is an example of a typical logo design.
Designing a logo is not a simple task of putting together a symbol and a tagline or a message. It involves a whole lot of research and imagination before finally sitting down to design the same. This research and imagination task includes selecting or designing a symbol that defines the brand, and then deciding the color, font, shape and message of the logo. When talking about these different parts of logo, color is one of the most important matter, which if not chosen accurately would make the brand sink the whole business. Colors are the first thing that a human eye first notice in anything, than reading any messages or texts that is written around it.
Colors alone have the potential to make anything look dull or bright if not used or mixed correctly. Applying the same logic in logo designing, colors used in the symbol, texts and in the background of the logo creates a huge impact on the viewers who sees it. Thus, understanding the importance of colors in a logo design and listing the ones that would command the logo world in 2020 is the purpose of this article.
What Makes Colors so Important in Logo Designing?
It has been established through a research that people subconsciously make a perception on their own about a product, people or anything they see around them within first 90 seconds of glance. Of which, 62 to 90 per cent is solely based on the color of the thing they have seen. Thus, these 90 seconds of initial viewing of the logo can either attract or distract your target audience based on its colors alone.
We humans have this tendency of judging colors, fonts, shape, etc. of a logo per our mindset without even understanding the reason behind its use. This (mostly) inaccurate judgment guides their purchasing decision for that particular brand. For example, people normally consider black color as inauspicious for business activities, but from the logo designing point of view it is the most attractive and suitable color. Keeping this behavior of their potential customers in mind, companies or designers have to use such combination of colors that would meet their business purpose as well as connect with their target audience. The main objective of a logo is to attract customers towards it and generate revenue for the business. So, a logo is said to be successfully designed if it is able to strike the right chord between fitting and standing out.
Understanding the Color Psychology
The study of different shades of colors and its impact on human mind is called color psychology. It acts as one of the important verticals of marketing and branding. The top 100 highly prized brands in the world use these common colors in their logos in descending order – blue, red, black or silver or grey, and gold or yellow. Keeping colors minimum yet effective is what majority of the top brands believe, as 95% of them use maximum two colors in their logos while the remaining 5% deploy three or more colors. Companies using single or two color combinations are Facebook, Deloitte, Levis, etc., and those using combination of three or more colors are Google, eBay, Microsoft, etc. The feelings and imaginations that the color combinations in a logo bring to our minds will be either positive or negative for the brand associated with it.
For instance, combination of multiple colors used in the logo of the popular detergent brand “Tide” is so refreshing and attractive that it will make people believe that its powder would also bring the same freshness and brightness to their clothes. The color palette for their logo comprises of white, orange, yellow, and blue that has been combined in the right proportion. Another concept that a designer must be aware of while designing a logo is different cultural meaning associated with different colors in different countries. A color that is considered as dark in one country may be considered as favorable in some another country. Hence, if your business is spread in multiple countries or has any such expansion plans, should implement such colors in the logo that would associate with people all around the world.
The Concept of Color Wheel
The graphic designing world has a general rule of using a maximum of three colors in logo designing, which if not followed would make the logo ineffective. Colors give rise to consistency and this consistency may get hampered due to discordant color composition. Thus, to avoid such failures, designers strictly follow a concept called color wheel to create a right balance of color palette for their logos. This color wheel establishes the relationship that different colors share with one another and also what type of color combination would be most appropriate for the logo.
The color wheel is divided into three parts, termed as:
Colors to be used in 2020 for Logo Designing
For your knowledge, 85 per cent of customers consider color as the most important factor in deciding whether they want to buy that product or not. Logo plays an integral part in this as it has the ability to increase the brand recognition up to 80 per cent. Thus, to build a consistent brand name, a principal color must compliment the brand with right proportion of one or two more colors that would hit the right kind of audience and in the right manner.