Color is very strong and unconsciously influences us. Based on research published by the US National Library of Medicine’s National Institutes of Health, that color has an impact on attitudes because of personal preferences, experience, education, cultural differences, and other complex contexts. Feelings of pleasure, sadness, enthusiasm, anger, fear, love and so on can arise when seeing certain colors.
The influence of color psychology is now widely known and further utilized. One of the uses of color psychology is in brand development. The logo and brand name were transformed using certain colors to attract the attention of consumers. Because after all color is the first thing seen for any product. And color psychology works to maximize it.
Designers appointed to create brand logos now use color psychology theory to develop the unique color palette for their clients every day. Like choosing warm colors over cooler colors, or composing a series of colors and shades for use in promotional media.
Such a blend will create the perfect coloring designed to make the logo design stand out, sell the logo and even enhance the consumer experience. Color has an impression and it must be used wisely. For those of you who want to create something amazing in your brand, here are some tips on using color psychology.
Determine the focus
As it is known that each color shows a different impression. For example the red color symbolizes courage, green fertility, white cleanliness, brown familiarity and so forth. Therefore have a clear focus on how the brand will be displayed to consumers. Determine the goals and how your brand wants to be known by your target customers before deciding which color is most appropriate.
Start with Familiar Colors
After knowing the purpose and brand image that you want to display, now is the time to choose the right color for the brand. You might have a favorite color, so you can start with that familiar color. Do a scribble with a color that comes to mind to just try or it can even be a fix logo color.
Frank Robinson who first drew the brilliant red Coca Cola logo liked the contrast of red on white. He tried and eventually the color became part of a very well-known and protected trademark.
Use Neutral Color
If you are still confused about determining, you can choose a base first with neutral colors. Types of neutral colors that are often used such as black, white, ivory, silver, gray, brown, gold, and beige. Choose warm or cold colors that can greatly affect the color palette used. Colors that are considered warm include black, brown, gold and beige, while white, ivory, silver, and gray are considered cold colors.
Minimize Color Options
The color in the brand aims to make consumers remember you. So when they see one color, it will automatically remember your brand. Therefore you should not add too many colors which actually makes consumers more confused or even not interested. Instead, use a more minimal number of colors. Better to use two main colors and one additional color.
Use the 60-30-10 Principle
There is one principle that is best known in the making of logos, namely the principle of 60-30-10. This principle is simply the rule of using colors that consist of 60% primary colors, 30% secondary colors and 10% accent colors. Using these proportions helps to integrate the overall design theme, as well as providing the right amount of contrast and visual appeal.
Look for Inspiration in Other Applications or Media
There are various web-based applications and media that are quite interactive and will help you choose and match colors. Call it Adobe Color CC, Color Lover, Coolor, ColorMind and many more. You can also use social media such as Pinterest or Instagram to find colors that would be suitable for your brand.
Don’t be afraid to experiment
Although Pinterest and Instagram can be a source of inspiration, nothing can replace the inspiration that comes from the various experiments that you do. Make sure you are not afraid to make sure you find strong colors that best fit the brand identity you want to build.