How do select color when you plan the design of your logo and marketing materials? Do you generally select just what you like? If so, you might consider putting more thought into your color choices.
Studies have shown that a product’s color influences 60-80% of a customer’s purchasing decision – meaning that color can make or break a product. Color is the first thing a consumer will notice about your logo.
On both a conscious and subconscious level colors convey meaning. The use of color can bring your marketing materials multiple layers of meaning. You can use these meanings to underline and accent your branding messages.
Bright, bold colors are attention grabbing but can appear brash. Muted tones are more sophisticated, but can be overlooked.
Colors can be divided into two categories: warm – which are associated with energy; and cold – which are more about calmness and security.
We've created a cheat sheet for you to download with colors and their associated meanings. These are not rigid rules, but they’re worth keeping in mind. It’s also important to consider the global appeal of your color choices – especially if you’re a global brand. For instance, in China red is considered lucky, while in India white is the color of mourning and death.
In addition to the color cheat sheet, we’ve also included a color contrast guide displaying 18 color combinations that have been tested for visibility at various distances by the OAAA.
Think about your message and choose your colors carefully to portray your company’s image.