Color is symbolic

Color is symbolic


Most people don’t realize what an important role color plays in a brand itself and a brand’s marketing message. Each color has many meanings to it and subconsciously those colors send messages to the viewer. Each color’s meaning can change depending on how it is paired with other colors.

Color should be strongly considered when developing a logo! The target audience of a brand determines the base color of a logo. For example I think of a recent design job I did for a Mexican restaurant. Their food was fast and fresh. The colors of their logo are bright green and bright yellow. Aside from saying FAST, green is commonly known to increase the appetite and being that many of the ingredients in this restaurant's food is green it couldn’t be more of a fit for the end product. Now pair that same bright green with a bright yellow, which many associate with happiness (think of the yellow happy face icon), and these 2 have a fast, light, fresh, hungry & happy emotion written all over them! Color is symbolic and has to be strongly considered. If a company is not aware of the meanings of the colors and what they’re saying in one’s company mark, it could be damaging. It’s a subliminal message that can tell the audience a whole story about a product or service. A logo, or any branding material for that matter, that is created without careful use of color is missing a lot of information which could result in little or no positive response to a brand’s attempt at engagement.

For more information about color, branding and logos call us at 877-494-9668.