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The Influence of Color on Company Logos

Influence of Color

Color is all around us. Every shade in the spectrum evokes an emotion, a reaction, a connection that companies can use to convey information about their brands.

Color is a powerful motivator. People make purchasing decisions in a matter of seconds, often based on the colors of a logo or product packaging. In fact, research shows that, 60 percent of the time, consumers decide whether they are attracted to a brand’s message based on color alone.

According to ColorMatters.com, people see color before they notice anything else about a brand. No wonder, then, that companies large and small rely on color to communicate a brand message that people can recognize instantly and remember when they are ready to make a purchase.

Red – Excitement and Energy

Red is a bold color that inspires a physical reaction. Seeing red makes the heart beat faster and blood pressure rise. Companies use red when they want to make consumers pay attention – to stimulate arousal, encourage power, increase energy or inspire love. Red can also increase appetite, a fact that brands such as Nabisco, Kellogg’s, Frito Lay and Dairy Queen count on to lure hungry customers.

Orange – Youthful And Creative 

Like red, the secondary color orange can help a brand stand out in a crowd. People joke about orange being the word with no rhyme, but brands use this youthful, enthusiastic and creative color to target younger audiences – or people who want to feel younger. For example, orange is the dominant color in the Nickelodeon logo, a brand directly targeted toward the under-12 age group.

Yellow – Happy And Playful

According to wildlife photographer Moose Peterson, yellow is the first color the human eye notices. Warm and bright, yellow is a high-arousal hue that can make people feel warm and optimistic or increase thoughts of clarity. Sprint, Nikon and Best Buy use yellow to  bring personality to their brand and help consumers feel happy about their product or service.

Green – Wealth And Health

As Kermit the Frog would say, it’s not that easy being green. People associate this color with wealth, health or the environment. Gas companies such as BP and Hess use it in their logos to capitalize on the connection to nature. On the other hand, companies including Starbucks, Whole Foods and Tropicana use green to evoke feelings of health and tranquility.

Blue – Calm And Trustworthy

Are you feeling a little blue? Not to worry! In the business world, blue offers a sense of security or trust. Financial companies such as American Express, JP Morgan and Merrill Lynch use blue to encourage those exact qualities.

Purple – Royal And Creative

A company that wants its brand to feel luxurious, brave or even imaginative may choose purple. This secondary color balances red’s stimulating effect and blue’s calming response. Although some brands shy away from purple because it can come across in a negative way, others such as Crown Royal, Cadbury and Hallmark depend on it to make consumers feel like royalty.

Pink – Feminine And Confident

To help customers feel feminine, romantic or beautiful, brands often use pink. Similar to red, bright and warm versions of pink evoke feelings of confidence, increase a person’s heart and blood rate, and drive creativity. Softer tones inspire friendliness and are commonly found in wedding, baking or clothing industries. Brands such as Victoria Secret, Mary Kay and Barbie use different shades of pink to connect with their consumers.

Black – Formal And Mysterious

The color black is often used with caution. Often considered sexy, elegant or simple, black can also stimulate feelings of intimidation or mystery. Brands that use black to express their voice include Nike, The New York Times and CBS.


No Matter The Color

No color is too colorful for Plastics Color. From primary colors to secondary colors and all the hues in the spectrum, Plastics Color offers industry-leading formulations and color concentrations to accommodate your needs.

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