Our brains respond to the sensory language of color even before we process the words or context. However, the color is only part of the story. Think of a logo’s color scheme as a framework for interpreting your brand’s personality. Would McDonald’s arches still cause joy and hunger if they were blue? Would Amazon’s arrow conjure up the same Cape Verde Email List and energy if it were purple? A strong combination inspires the right emotions in your audience, while a weak combination is confusing. Armed with a clear brand story, you can choose colors that capture the sensations your brand is built on. Need some ideas to get started? Remember these key factors when choosing the best color palettes for your business logo.

The design standards of your industry The design of a logo poses a difficult dilemma. On the one hand, your logo should be unique and stand out. On the other hand, you are expected to adhere to the design principles that define your industry. Have you ever noticed that red is the most common color used in catering? This is because red is a bright color that evokes excitement, energy and hunger. With blue symbolizing trust and security, it is the most common color among tech companies, financial firms, and communications firms. Eco-conscious brands tend to look green, while purple is a popular choice for products that represent indulgence or creativity. Black reigns supreme among luxury brands and yellow is ideal for products that we want to connect with confidence and optimism. Use industry standards as a starting point for getting ideas.

 

The Personality And Values ​​of Your Brand

It’s okay to be different, as long as it isn’t accidental. If you decide to deviate from the norm, make intentional branding choices that contribute to your story. Of course, we should not be fooled by appearances. When it comes to designing a logo, however, it’s best to start thinking at a basic level. By choosing colors with strong associations, you can evoke a visceral reaction in your audience. Strive to list the characteristics, emotions, and action words that describe your brand’s personality. Is your business bossy? Traditional? Optimistic? Playful ? Tendency ? Out of place? Innovative? Sophisticated? Eccentric? Take a look at the Dunkin Donuts logo . It combines the warmth and friendliness of orange with the sweetness and joy evoked by pink. These two colors being derived from red, the logo evokes cheerfulness and energy.

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The final touches of brown evoke earth and the comfort of pastries and freshly brewed coffee. Your brand positioning Your choice of colors is a statement about your position in the industry relative to other brands. After all, two companies can very well sell the same products and have little in common. The fundamentals of color Trends change, but the fundamentals of color use remain the same. Whatever style you want to flaunt, take inspiration from these classic color relationships. Monochrome color palettes A monochrome color palette uses color variations that come from the same base shade. There are three techniques you can use to modify a tint. Adding white creates a tint, while adding black creates a shadow. Adding different variations of gray to a tint creates a tone. Monochrome palettes often use a lot of negative space to compensate for the subtlety of color variations. Examples: Oreo , PayPal Primary color palettes Red, yellow and blue are the basis of all colors.

 

Secondary and tertiary color palettes

Try breaking up those bright saturated hues using white or limiting one color to a small area. You can also ditch the full trio and limit yourself to two colors. Examples: Burger King , Ikea , McDonald’s , Pepsi The secondary primaries are the result of the mixture of primary colors. Tertiary colors are the result of mixing a primary color and an adjacent secondary color. For example, red and orange give the red-orange color, while yellow and orange give the yellow-orange color. Like the primary colors, the secondary and tertiary colors are distributed evenly around the color wheel. Therefore, they provide visual balance. Examples: The Phoenix Suns , FedEx , Slack Complementary color palettes Have you ever wondered why red and green are the perfect Christmas colors? They are complementary. Two complementary colors are located opposite each other on the color wheel.

For example, blue and orange are complementary, as are yellow and purple. Each pair of complementary colors contains a cool color and a warm color, satisfying our natural attraction to contrasts. Examples: Mountain Dew , Taco Bell , Mozilla Firefox Analogue color palettes Looking for less contrast? An analog palette combines one color with the two (or four) adjacent shades. Let’s say you start with the yellow-green. Its two adjacent colors are yellow and green, as in the BP logo. Analogous color palettes are a popular choice for gradient logos. Examples: BP , Instagram , Mastercard Changing the tone and saturation of a color can help you compose a palette that matches your brand. Do you want to play daring? Use more contrast and saturation.

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