Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Colour psychology in logo design

Colour gives a quick platform to convey meanings and messages in designs. Other way colours are the most powerful non-verbal form of communication used by any designers.

  • Sé el primero en comentar

Colour psychology in logo design

  1. Colour Psychology in Logo Design TRAILUKYA DUTTA, NEW DELHI/
  2. Colour Psychology in Logo DesignColour gives a quick platform to convey meanings and messages in designs. Other waycolours are the most powerful non-verbal form of communication used by any designers.Our minds are programmed to respond to colour and by default we live by decoding thecolour communications created by nature. The use of colour in designs influences thesubliminal stimuli of a viewer. The impact can be short term or long term positive ornegative. Hence it is important to use colour appropriately and understand the meaningbehind the colours that we choose.The next few slides will describe how each colours are associated with different sense andhow few brands has used the colours to create an impact. TRAILUKYA DUTTA, NEW DELHI/
  3. RED Action, Adventure, Aggressive, Blood, Danger, Drive, Energy, Excitement, Love, Passion, Strength and VigourRed is an intense colour. It is associated with conflicting emotions from blood and war tolove and passion. Red has been shown to increase blood pressure and stimulate theadrenal glands. The stimulation of the adrenals glands helps us become strong andincreases our stamina.While red has proven to be a colour of vitality and ambition it has been shown to beassociated with anger. Sometimes red can be useful in dispelling negative thoughts, but itcan also make one irritable. Red is sometimes associated with sexuality, It is often used inlogo design to catch the viewer’s attention and has been known to raise one’s bloodpressure or make people hungry. Red Bull gets a double dose of red in its logo and is a great colour choice for a logothat represents an energy drink company. The company markets the drink as, “RedBull vitalizes body and mind” and “Red Bull gives you wiiings!”. Both of these phrasesreinforce why red was an excellent colour choice for the logo. By accenting the redwith yellow a loosely analogous colour palette is created for the brand. TRAILUKYA DUTTA, NEW DELHI/
  4. PINKAppreciation, Delicate, Femininity, Floral, Gentle, Girly, Gratitude, Innocence, Romantic,Soft and TranquilPink has the opposite effect of red. Pink, a lighter shade of red, helps muscles relax. Pinkinduces feelings of calm, protection, warmth and nurture. This colour can be used tolessen irritation and aggression as it is connected with feelings of unselfish love. Pink is afeminine colour that conjures feelings of innocence and delicateness. It is often used inlogos to add a feminine flare.The colour pink is very prominent in Mattel’s Barbie logo and supportingbranding material. It is a fitting colour for a toy that is marketed to little girls.The typeface compliments the colour choice and helps to reinforce the brandspositioning by giving the impression of a young girl’s handwriting TRAILUKYA DUTTA, NEW DELHI/
  5. ORANGEAffordable, Creativity, Enthusiasm, Fun, Jovial, Light-hearted, High-Spirited and YouthfulOrange has proven to be a stimulus of the sexual organs. Also, it can be beneficial to thedigestive system and can strengthen the immune system. Orange has shown to have onlypositive affects on your emotional state. This colour relieves feelings of self-pity, lack ofself-worth and unwillingness to forgive. Orange opens your emotions and is a terrificantidepressant. Orange is made up of red and yellow and can represent attributes fromeach of those colours. Orange is less intense than red but still packs a lot of punch. It ismore playful and youthful than red. It is commonly used in logos to create a playfulnessor stimulate emotions and even appetitesOrange is a perfect colour choice for Nickelodeon who’s target audience ischildren. Orange is fun, light-hearted and youthful which reflects the TVchannel’s programming. The design of the Nickelodeon logo supports theyouthful theme with the paint spattered backdrop and playful typography TRAILUKYA DUTTA, NEW DELHI/
  6. YELLOWCaution, Cheerful, Cowardice, Curiosity, Happiness, Joy, Playful, Positivity, Sunshine andWarmthYellow has proven to stimulate the brain. This stimulation can make a person more alertand decisive. This colour makes muscles more energetic and activates the lymph system.Yellow is a happy and uplifting colour. It can also be associated with intellectual thinking:discernment, memory, clear thinking, decision-making and good judgment. Also aidingorganization, understanding of different points of view. Yellow builds self-confidence andencourages optimism. However, a dull yellow can bring on feelings of fear. Yellow, muchlike red, can have conflicting messages. It can represent sunshine and happiness orcaution and cowardice. Yellow is bright and highly visible which is why it can often befound on caution and other road signs. Yellow is often used in logo design to get attention,create happiness and warmth.McDonald’s uses a loosely analogous colour palette. McDonald’s focuses on children,playfulness and happiness. The red works well as an accent colour and has been knownto raise ones blood pressure and evoke hunger. Incidentally, this colour combinationhas influenced many other fast food chains. TRAILUKYA DUTTA, NEW DELHI/
  7. GREENCrisp, Environmental, Fresh, Harmony, Health, Healing, Inexperience, Money, Nature,Renewal and TranquillityGreen is said to be good for heart. On a physical and emotional, green helps heart bringphysical equilibrium and relaxation. Green relaxes our muscles and helps us breathedeeper and slower. Green creates feelings of comfort, laziness, relaxation, calmness. Ithelps us balance and soothe our emotions. Some attribute this to its connection withnature and our natural feelings of affiliation with the natural world when experiencing thecolour green. Yet, darker and grayer greens can have the opposite effect. These olivegreen colours remind of decay and death and can actually have a detrimental effect onphysical and emotional health. Note that sickened cartoon characters always turnedgreen. Green represents life and renewal. It is a restful and soothing colour but can alsorepresent jealousy and inexperience. It is often used in companies that want to portraythemselves as eco-friendly.Green is suitable logo colour choice for a TV channel who’s programing focusessolely on nature and animals. There’s a significant amount of controversysurrounding this logo. So whether one likes the logo or not, we can agree thatthe various tones of green are right on for this channel. The colour conjures upimagery of jungles, grasses and nature in general TRAILUKYA DUTTA, NEW DELHI/
  8. BLUEAuthority, Calm, Confidence, Dignity, Established, Loyalty, Power, Success, Secure andTrustworthyBlue proves to lower blood pressure. Blue can be linked to the throat and thyroid gland.Blue also has a very cooling and soothing affect, often making us calmer. Deep bluestimulates the pituitary gland, which then regulates our sleep patterns. This deeper bluealso has proved to help the skeletal structure in keeping bone marrow healthy.We usually associate the colour blue with the night and thus we feel relaxed and calmed.Lighter blues make us feel quite and away from the rush of the day. These colours can beuseful in eliminating insomnia. Blue inspires mental control, clarity and creativity.However, too much dark blue can be depressing. Blue is calming and can stir up images ofauthority, success and security. Most people can say they like at least one shade of blue. Itis probably the most popular colour in logo design and can be seen extensively ingovernment, medical and fortune 500 company logos.The blue in the IBM logo represents a company that is non-threatening yet stable andestablished. When Rand redesigned the IBM logo he replaced the solid type with 8horizontal bars to represent “speed and dynamism”. While the logo typically isn’t usedin its original blue today, it is still a very prominent colour in the IBM brand. TRAILUKYA DUTTA, NEW DELHI/
  9. PURPLECeremony, Expensive, Fantasy, Justice, Mystery, Nobility, Regal, Royalty, Sophistication andSpiritualityViolet has shown to alleviate conditions such as sunburn due to its purifying and antisepticeffect. This colour also suppresses hunger and balances the bodys metabolism. Indigo, alighter purple, has been used by doctors in Texas as an anaesthesia in minor operationsbecause its narcotic qualities. Purples have been used in the care of mental of nervousdisorders because they have shown to help balance the mind and transform obsessionsand fears. Indigo is often associated with the right side of the brain; stimulating intuitionand imagination. Violet is associated with bringing peace and combating shock and fear.Violet has a cleansing effect with emotional disturbances. Also, this colour is related tosensitivity to beauty, high ideals and stimulates creativity, spirituality and compassion.Psychic power and protection has also been associated with violet. Purple implies royalty,mystery, spirituality and sophistication. Because purple is the combination of red and blue,it has both warm and cool properties. The colour purple can be found in many educationrelated and luxury product logos.The Hallmark company uses the slogan “When you care enough to send the verybest.” The use of the colour purple in the logo supports the marketing message of thecompany. It implies royalty, expense and sophistication which is reinforced by thecrown icon that hovers over the type. TRAILUKYA DUTTA, NEW DELHI/
  10. BROWNCalmness, Depth, Earth, Natural, Roughness, Richness, Simplicity, Serious, Subtle, Utilityand Woodsy.Brown is the colour of the earth and ultimately home. This colour brings feelings of stabilityand security. Sometimes brown can also be associated with withholding emotion andretreating from the world. Brown indicates nature, woodiness, and utility. Brown is used inlogos related to construction and legal due to it simplicity, warmth and neutrality.“What can Brown do for you?” is the tagline for UPS which might be one of themost recognized brown logos. UPS uses the colour brown to differentiate itselffrom the competition (i.e., the USPS and FedEx). While the colour may bereceived by many as utilitarian, boring or conservative, UPS has taken ownershipof the colour and used it as a point of distinction. TRAILUKYA DUTTA, NEW DELHI/
  11. BLACKAuthority, Bold, Classic, Conservative, Distinctive, Formality, Mystery, Secrecy, Serious andTraditionWhile comforting and protective, black is mysterious and associated with silence andsometimes death. Black is passive and can prevent us from growing and changing. Black istechnically, the absence of all colour. It’s a powerful and conjures authority, boldness,elegance and tradition. Black can be found in many logos for its boldness, simplicity andsophistication.The James Bond 007 logo is solid black. The colour choice for the classic spymovie’s logo works well. The colour represents the authority, mystery andsophistication that is a part of 007 movies. TRAILUKYA DUTTA, NEW DELHI/
  12. GREYAuthority, Corporate Mentality, Dullness, Humility, Moody, Practicality, Respect,Somberness and StablenessGray is the colour of independence and self-reliance, although usually thought of as anegative colour. It can be the colour of evasion and non-commitment (since it is neitherblack nor white.) Gray indicates separation, lack of involvement and ultimately loneliness.From a moral standpoint, it is the area between good and evil. It is also known as neutraland cool. Grey is often used for the type within logos because it is neutral and works wellwith most other colours.The logo for the luxury brand Swarovski, maker of lead crystal glass, is grey. The greycould be viewed to represent the lead that is a part of the product the company makes,but also represents the respect and authority that comes from the history of a companythat has been around for over 100 years TRAILUKYA DUTTA, NEW DELHI/
  13. WHITECleanliness, Innocence, Peace, Purity, Refined, Sterile, Simplicity, Surrender andTruthfulnessWhite is the universal colour of peace and purity. It can often be found in logos as reversedtext or negative space.White is the colour of ultimate purity. This colour brings feelings of peace and comfort whileit dispels shock and despair. White can be used to give yourself a feeling of freedom anduncluttered openness. Too much white can give feelings of separation and can be cold andisolation.While green may be the more prominent colour in the Girl Scouts logo it alsouses the negative space to create the silhouettes of two faces. The combinationof the silhouetted faces and the white create a certain purity and innocence inthe logo. TRAILUKYA DUTTA, NEW DELHI/