Looking at marketing materials, what feeling is evoked? Is the emotion in alignment with business? How does color play a role? Let's take a look at the primary connection of color and emotion.
What are the colors of your business logo and overall image saying to your clients?
An underlying emotion is attached to color. The emotions have been cultivated since birth, and these emotions will be different depending upon age, culture, geographic location and even gender (blue for boys, pink for girls).
Just as the logo acts as a symbolic representation, color promotes an emotional reaction within us. Color, by emotion, can set the tone for your business or company.
Consider these elements when choosing colors to represent your business:
What is color?
Color is the light spectrum, it is white light refracted or broken down into segments of color that our eyes and brain can process. This is known as the color spectrum; that which can be seen through a prism or in a rainbow.
How is color seen?
Color is perceived by the brain through receptor sites in our eyes. However, we only "see" the reflected light color. When an object appears as white, like paper we are seeing all the colors of the spectrum being reflected back to us. If an object appears black, like a deep hole, then it is void of light or has absorbed all light.
All visible colors are made up of various combinations of red, green and blue; known as the Primary Colors.
Rules of color usage.
The "rules" of color usage can be overwhelming unless you have a degree in one of the arts. However, the rules can be simplified to allow the average person to communicate their needs and desires.
First, don't let that huge color chart up on every designers wall be intimidating.
Secondly, color can be as simplistic as black graphics on white paper, or various shades of black on white, gray or cream paper.
Thinking of colors as themed groups can help. Earth Tones, various shades of green, brown, rust, gold, orange, or softer colors such as sage, sand and heather. Jewel Tones, ruby, emerald, sapphire etc.
Merging logo with color.
Keep in mind the symbology and imagery of your logo when deciding on color.
If you have chosen a particular style such as Retro, Classic, Victorian, or Futuristic, make sure the graphic element/logo, type and colors work together in that style to complete the look and bring it all together.
All the elements of your logo determine how powerful your brand recognition will be.
What do colors mean?
Here we will look at positive, negative and emotional aspects of colors.
Cool Colors = blue - green - purple; passive, restful.
Blue - peaceful, tranquil, cold, harmony, trust confidence.
Loneliness, sadness
Number one color choice for business, aids in communication and trust.
Green - growth, money, life, fertility, regeneration, healing.
Envy, jealousy.
Promotes the idea of growth; means "go"reflects money.
Purple - spiritual, mystical, wisdom, nobility, creativity.
Cruelty, arrogance.
Brings feelings of longevity, wisdom and royalty to your business.
Warm Colors = red - orange - yellow; vitality, life, vigor, strength.
Red - heat, speed, excitement, competition.
Aggression, irritation, restless.
Eye catching color, "look at me" stand out from the crowd.
Orange - vibrant, expansive, enthusiastic.
Flamboyant, misunderstood.
Have some fun, orange brings something unexpected and different.
Yellow - joy, happiness, optimistic, hope.
Cowardliness, treachery.
Emotes a good feeling without being over-bearing, edgy but safe.
Neutral Colors = black - white - brown; centered, simplistic, contrasting.
Black - respectability, sophistication, elegance
Warrior, mournful, battle
Historically promotes mastery, authority figure, when matched with gold, silver or copper black enhances the feeling of expense.
White - clean, pure, youth, balance.
Truce, sterile, surrender
Use to promote knowledge and business expertise.White balances color well, use as open space.
Brown - security, stability, comfort, practical
Dull, drab, tiresome
Evokes a feeling of security, gives a business the impression of being well grounded.
Now as you begin to at look colors in reference to logos and business image, notice how meaning and emotion of color plays a part in the overall concept of logo design as well as the brand image and positioning of a company. Let me assure you that leading corporate businesses have had a team of experts mulling over the many nuances of their logo design, with color being an integral part of the complete design process. Now you too have the information regarding the use and meaning of color as it relates to your business image and design elements.
The second in the series of three articles pertaining to color will be Color: Business Image and Perception. Delving deeper into various industry and how color influences those industries.
Learn more about the author, Roberta MacLaren.
Roberta - Great piece. I love playing with color and what it conveys - especially when it comes to identity design. A great resource on the topic is the book "Blue is Hot, Red is Cool" by David E. Carter.
There is such a danger in using the latest "trendy" color in a business identity and collateral material. For a couple years lately I have walked into rooms filled with orange and lime green when judging design competitions - it's just so 2005 to 2007!
I look forward to your future articles.
Jeff, Thank you for your comments. Hey, not to show my age or anything, but I do remember living with that color scheme a few decades ago! Groovy.
I hope to meet you at an event. I am not sure about tonights, it kinda caught me off guard.
Great, Roberta. I look forward to reading the next. Color is a huge part of what we do as greeting card puzzle designers. We re-worked our logo not too long ago mulling over the colors because we didn't want primary colors due to the simplistic childlike nature of them. We wanted people to understand we sell to adults and children so the logo needed to be somewhat middle of the road. So ours colors are a muted secondary but still somewhat bold since it's yellow and purple and orangey color and I just realized that the secondary color palette will probably be more complementary for us whenever we need to introduce other colors into our marketing materials, etc.
I just love all of it. I really need to subscribe to something that will keep me on top of the color trends though.
I signed up for this service just becase of this article. Thank You Roberta for writing this. It was exactly what I needed to prove a point with some colleges. Now I am curious, it says first in a series of three, but I can not find the other 2. Can anyone help me find the other 2 articles?
Monica, Thank you so much for your comments! I can appreciate the thought, energy and time you put into your logo creation. A business logo can convey so much about the company; is it fun? are they professional? does it speak to me as a client? And it needs to do that in a flash! So congratulations for putting so much thought into your creation.
And speaking of creations, it went to your profile and then to your website: http://www.vwepuzzles.com/ Village Works and what a wonderful concept. I am impressed and only took a brief moment to see what you offer. I will take more time soon to look more in depth and I will be in touch!
Thanks again! Roberta@ZebraGraphics.net
Dale, Wow, what a compliment!
I am glad I was able to be of support. That's what it's all about.
I look forward to viewing your profile soon on Biznik and possibly exchanging more ideas and concepts.
The next article should be posted next week, I am in the final revisions for myself prior to submitting to Biznik. Then Biznik reviews all articles for pertinence and relevancy prior to it being posted on the Articles area. But if it doesn't make it to the "big time" you can check back to my profile and it should be there, mid next week.
Again, I so appreciate the compliment and I hope you find this social networking community helpful and fun.
I look forward to keeping in touch. Roberta@ZebraGraphics.net
Hi Roberta,
What a great, detailed, well-researched, information-packed article. I learned so much and it really started me thinking again about my logo and what it's projecting to potential clients. Thanks for sharing your knowledge.
Well done! I look forward to your other articles.
Lauren, Thank you so much for your comments and support of the information in the article.
Looking at your logo for your business: http://www.yourvocaladvantage.com/
Your Vocal Advantage, I feel it expresses your business very well. I like the large, script "V" in RED with the motion of the voice represented projecting out of the "V." The RED is the perfect color, energetic, passionate and you carry that through to your picture on your profile. Nice job!
Keep it up. Roberta Zebra Graphics
Roberta, thanks.
We just introduced a completely new look and feel for my company. So far, it has been very well received by employees, distributors, and even competitors! As you know, changing ALL of your materials is a very costly endeavor!
I was just having this discussion with my Creative Manager today. She said, "Mark my words, orange is trendy, so we'll have to be careful." I got a shiver reading Jeff's "so 2005 - 2007" comment (to boot, lime green is in our secondary palette ~ ouch!).
In our press release, we said, "The orange color represents the warmth, energy, and approachability of the brand."
Other reasons we chose orange were:
Should we be nervous about orange's trendiness? And, if so, might we consider the "Marlboro strategy"? Whenever Marlboro changed the color of the cigarette box they did it veeeery sloooowly, like, a half a Pantone color every coupla months.
That way, we could go a little hotter at a time until we approach a redder hue?
Very interested in your review and perspective. Joe
Joe, Thanks for your personal nudge, life and work just seemed to have gotten in the way. Your response and question are important to me.
So, thank you for your question and for the attachments to review. It really helped to see how the color was being used, along with the press release.
Even though the colors orange and lime green sound a little edgy, and are rather trendy, I think they work for what your company is looking to achieve right now. I feel that your new marketing campaign and colors are doing just what you want them to be doing and that is setting you apart from your competitors. Besides, I think the colors selected show that great care in the hue and saturation of the colors were taken into consideration.
Color is an enhancement or one piece of your new branding for the products and service. The way that color is used supports your strategy to lift and build brand awareness. It is still very corporate but lends itself to a feeling of dependability for the products, and approachability towards the company and services offered. It also reflects a modern yet professional look.
An undertaking such as this is not only costly, but it takes a strong marketing plan to support the new branding/appeal. But your company's long history of 95 years, along with the positive and forward thinking of the corporate culture as stated in the PR piece will support this change in image brand. I believe that change, in any form, done at the right time can have an extremely positive outcome.
I don't know if I would consider the slow color change to become more red. I think the strategy to differentiate yourself, and using color as one segment will become apparent to your clients through your complete marketing strategy. And as long as the company is on the leading edge in products and service, the only time I might consider changing any of your icon/logo/brand is if the look and feel isn't keeping pace with your products or service.
I applaud your company for taking this step, and taking it at a perfect time. At the beginning it may have seemed reckless and that too much change was happening. But to stand out in the crowd, to be noticed and recognized as a player (which you have accomplished in the 95 years), it really can pay off to be bold!
We are currently doing the same thing for our own company. Changing our look, but holding on to our iconic logo in preparation to reach a new target market and at the same time have our current clients continue to love us while they learn to look at us with a new perspective. I can relate!
I hope I have answered your question or concerns. And again, thanks for being patient.
Roberta, thanks. You answered my concern and then some.
I'm going to share your reply with my creative department. Thanks!
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