ICON Printing reveals the effect colour can have on a business logo, explaining how six of the most common colours can influence consumers' impression of your business.
Whether you are a small, local business or a multinational corporation, one thing that is vital is a strong brand identity. Research has shown that up to 90% of a consumer's first opinion of a brand is based on colour alone so choosing the right one for your logo is paramount.¹ When it comes to choosing your logo’s colour, it's vital that you choose the tint that will bring out the best in your brand.
Alex Econs, merchandise expert and founder of ICON Printing, said: “Colours can have incredibly powerful effects on consumers and even the slightest change can make a big impact. If you can establish which colours convey your brand's message best, it is possible to create a logo that truly engages your consumer and creates a memorable, lasting impression on consumers.”
To help you decide which colour is the most relevant to your business, Alex has detailed six of the most common colours, to explain which colours might best suit your brand.
Red - Energy, power, strength
Brands that use red: Coca Cola, Toyota, Nescafe, Royal Mail, Ferrari, Netflix
Alex said: “One of the boldest and most evocative colours, red is associated with strength, power and energy, as well as passion, and – as the valentines hearts might suggest – love and desire. A red logo is both eye-catching and exciting, it’s commonly used in branding for products that are fast, aggressive, sexy and energised. If you want to liven up your logo, then the colour red is a clear winner.”
Blue: Knowledge, calm, trust
Brands that use blue: IBM, Samsung, General Electric, American Express, Dell, Facebook, Dove
Alex says: “A cool colour, blue is often associated with knowledge and calm. There is a reason why blue is one of the most popular colours for brands is due to the feeling of serenity and trust associated with it – hence its popularity in the information and financial sector. To add an element of class, royal blue is a great choice if you want to accentuate your brand's sophistication.”
Yellow: Optimism, confidence, creativity
Brands that use yellow: DHL, Post-It, McDonalds, Subway, Snapchat
Alex said: “Yellow often has a strong association with happiness, energy and enlightenment. Brands associated with speed often use yellow. If you want to give your brand a sense of purpose and creativity, then yellow is a great choice.”
Orange: Warmth, passion, fun
Brands that use orange: Nickelodeon, Fanta, Penguin Books, Amazon
Alex said: “Orange is often associated with vitality, enthusiasm and flamboyance. Overall, orange is a colour that screams “fun” and this is reflected in the brands that use it. Be warned, orange can also be perceived as insincere and can appear childish, so ensure that you consider the target audience when considering this colour.”
Green: Harmony, peace, nature
Brands that use green: Whole Foods, Animal Planet, Land Rover, Spotify,
Alex said: “Green is a cool and organic colour; it symbolises renewal, regrowth and the natural world – while also being soothing and refreshing. Shades like aqua can suggest healing or protection, while dark green suggests ambition and wealth.”
Purple: Luxury, spiritual awareness, vision
Brands that use purple: Cadbury’s, Milka, Hallmark, Asprey, Purdey’s, Aussie, Yahoo!
Alex said: "Purple is a colour that appears rarely in nature, this is one reason it has associations of mystery and spiritualism and intrigue. It was a more expensive colour to produce dyes for, hence its association with royalty and wealth and this is reflected in the way it is often used in branding and marketing. If you want to give your logo a luxurious edge, then purple is a great colour choice. ”
This research formed part of a wider campaign where ICON Printing partnered with Karen Haller to assess to effects of colour change on the UK’s leading brands.