The Role of Colours in Branding -PartI
Why do two colors, put one next to the other, sing? Can one really explain this? No. Just as one can never learn how to paint. ~ Pablo Picasso
Colours speak to us quicker than words, by immediately capturing our attention and eliciting emotional responses. Naturally, colours hold a key significance in branding.
With the choice of colours in their logo, brands send out strong messages and establish an emotional connection with the consumers.
Here is a list of colours and how brands use them in their logo:
Red stimulates the senses and evokes action and confidence. Fiery red exudes sexuality and imparts a sense of power.
As Red stimulates appetite and inspires action, it is commonly used by food brands. KFC, McDonald’s, Burger King and drinks such as Coca-Cola and Red Bull have red logos. The charging bulls of Red Bull symbolize the energy that is representative of the energy drink.
Yellow, the most positive of all colours, symbolizes the radiance of the sun and draws attention. It stands for warmth and joy. Nikon’s yellow logo, for example, depicts joy, depth and passion. Lipton’s yellow logo urges people to embrace each day with present, playful and thoughtful mindset.
A combination of red and yellow is also used by fast food brands such as McDonald’s, Maggi. McDonald’s yellow arches are conspicuous and recognizable from a distance.
Orange, the only colour to be named after an object, is associated with fruitfulness. It is a dynamic colour that combines the energy of red, with the happiness of yellow to symbolize enthusiasm, encouragement, vitality creativity, determination and playfulness. It is a friendly and youthful colour minus the aggressiveness and intensity of red.
Sportsmen and adventure seekers associate with the vibrancy of orange.
The orange logos of Fanta, Mirinda, Maaza, Goldspot are friendly, stimulating and have an element of fun and vitality to appeal to the young.
Green, associated with nature and environment, symbolizes environmental friendliness, sustainability and is the colour of the future. However green is also associated with envy.
Starbucks, Body Shop Dabur, Tata Tea have green logos to highlight the natural qualities of the products.
Videocon logo with the green characters forming the V (Chouw and Mouw) represents a futuristic company.
Blue, the colour of sky and sea, symbolizes open spaces, freedom, imagination, expansiveness, inspiration, trust and sensitivity. It gives a feeling of trust, credibility and commitment.
No wonder, many technology companies such as HP, Intel, IBM, Dell, GE, and automobile companies such as Ford, Volkswagen, Hyundai, GM have blue logos.
Social media applications such as Twitter, Facebook, Skype, WordPress have blue logos that augur well with the expansive nature of the internet.
Continued in Part II.
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