Branding and marketing through logos have undergone a huge transition- a look at the old and current logos of some famous brands is enough to give one an idea of the magnitude of this transition. Graphic design companies now are capitalizing on many important factors that influence the decision-making process of buyers. These factors include the colors used along with clever logo design among other things.
The colors used in the logo of a brand play an important role in how that particular brand gets projected in the market, and how the target audience accept it.
Businesses hire the services of graphic designers to design their logos- these logos should be an apt extension of their brand's identity and philosophy.
Branding of a product or service through creative visuals is an effective way to influence buying-decisions; a survey conducted to study the influence of colors on customers when they are buying a product revealed that 93% customers focused on the visual appearance of the product.
Different colors and color schemes are used by businesses in their logos to make targeting highly specific; given below are some examples of the same-
Red- Often used by fast-food chains and during sales as it affects the human appetite and stimulates focus and energy.
Blue- Creates a sense of tranquility, security and trust; used predominantly in offices and by corporate brands which are conservative.
Green- Frequently associated with nature, health, money and peace; used to create a sense of calm and for environmental causes.
Purple- Represents an imaginative and respectful brand; often used for beauty products.
Orange / Yellow- Used to draw impulsive buyers as well as window shoppers as these colors create a sense of cheerfulness and optimism.
Black- Used as a symbol of power and intelligence; used by IT companies.
Gray- Neutral color, which creates a sense of practicality and timelessness.
White- Generates a sense of purity, security and creativity as it acts like a clean slate.
Designers at the graphic design companies adjust the contrast and color scheme to engage users and customers better. They use:
- Contrast to get the attention of users as well as to reduce eye strain,
- Complementary colors to bring focus to the areas which have information for users to read
- Vibrancy to project the emotion of any graphic design
- Bright hues to evoke a response from the users and
- Neutral colors to help users process information better in case of data-heavy products.
With the right usage of colors, designers can achieve a lot for a business.
This is why it is important to hire the services of creative professionals; as there are numerous businesses and brands in the market, standing out in the crowd and being remembered by the target audience through a unique identity can be a real advantage for the commercial success of any business.