Logo Colours - Why Are They Important?

  • By Alix Davis
  • 30 May, 2017
When it comes to designing logos, arguably one of the most important aspects is the colour choice. This will change how a consumer feels about any particular brand, and they will subconsciously categorise it based on the colour. To make sure your brand’s logo stands out from the crowd, it's key to use appropriate colours which differ from the competition.

Colour has a very integral link to emotion and we instinctively link certain colours with feelings. For example, in western culture, blue tends to be associated with calmness, professionalism and integrity. This makes it a highly popular choice, especially for more corporate brands who want to exude a feeling of calm authority without being intimidating. Green is seen to promote growth, freshness, nature and health. Green and blue are often used together in the health industry. Many logos for dentists, physiotherapists, health services and also science and environmental companies will use one or a combination of these colours.
You may notice that many fast food restaurants use the colour combination of red and yellow. This is not an accident - research has found that the colour red makes you feel hungrier than other colours, hence the use in restaurants, while the yellow stands out and is even claimed to quicken metabolisms. It is deeper thinking into colour like this that can extend a logo from being purely visual to having a deeper connection with consumers and making it stand out from the crowd.
Another aspect to be considered when choosing brand colours is the varying cultural significance. A colour association in western culture may be completely different in the east. If a brand is going to be international and hope to grow to a global scale, this is something that should be considered so it doesn’t cause any negative associations. For example, although black can be seen to be more of a negative colour in many cultures, in the middle east it symbolises rebirth. Where red is more about warmth and anger in many western cultures, in China it is a lucky colour.

With all of these considerations, it is also important to consider the market competition. Yes, blue will exude professionalism and neutrality, but also what will make your blue stand out from everyone else's? This is where choosing another colour to make the combination stand out comes in, or choosing a different colour which still represents your brand values. Domino’s is a good example of this - in a fast food world of red and yellow, they have gone for red and blue, making their brand stand out visually from the rest.
So, when designing a brand, it is important that colour is not an afterthought - it will dictate how people react to your brand, how they subconsciously categorise it and, ultimately, the success of it. When done properly, a brand can be forever associated with a particular colour (think Cadbury purple) and can take a logo design from good to great. This way, even if some elements of a brand evolve, it can still be recognised by its signature colours.

For a team who know how to take your brand to the next level through attention to detail and passion for design, contact Digity.

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Over the years we've supported lots of different causes as a company and I'm a big believer in experiencing new things and helping where I can. With this in mind I recently took part in a charity abseil for Emerge Poverty Free and the fundraising went well.  I know a few others who are doing similar things at the moment so I've put together a quick guide to help everyone who is about to embark on a fundraising mission.  

So here are my 8 top tips which are all really quick and easy to implement - I hope they come in handy:

  1. Set-up your online donation page ASAP - we hear the Virgin Money Giving set-up is very good

  2. Tell everyone you know what you're doing via email - create a sincere email to let them know what you're doing, when and most importantly why!  Give them a link to your donation page.  I included some people I hadn't spoken to for a while and others who I flat-out thought would never sponsor me - but I figured if you don't ask, you don't get.  I was amazed by what happened!

  3. Depending what you're doing there's likely to be some training involved so keep people updated via social media (all your accounts) as to progress - with every post make sure there's a link to your donation page

  4. With every donation you receive, thank that person publicly on your social media account and if you're friends with them, tag them in (this will encourage even more support and interest from them but equally it's a subtle reminder to the other onlookers).  Definitely post a link back to your page too every time - I can't stress how important adding links continually is on social media along with great images - either of you or related to the quest!

  5. Add a banner to your email signature - you no doubt send a lot of emails so make use of it with a link back

  6. Ask certain people to sponsor you early - you need momentum for a campaign so the sooner someone starts the ball rolling the better

  7. On the day (or through the days if it's a longer challenge) get various photos and you could even do a Facebook live stream to showcase the event itself - guess what I'm going to say here?  Yes, add a link to your sponsorship page!

  8. In the days after, thank everyone for their support again and remind them why it was so important to you - with a link to your page.  Equally, tag the charity (and use any hashtags) in to all your posts throughout as you'll get extra likes and shares when you do.

Overall you get the idea - hammer home the awareness of what you're doing and you'll wear down those who are either a bit resistant or just lazy.  I set a goal of £250 for my abseil and I hit that after step 2 (inside 24 hours).  As a result of continually following the other steps I ended up generating £848 including gift aid which I was blown away by.  

It didn't take a lot of time or effort, 10 minutes a day in the fortnight before (google image searching and writing some posts) was plenty.

Good luck and if it helps, feel free to copy and share this advice as you see fit.  It's the difference between a little and a lot and we all know every extra pound raised really does help.

The best bit... and this was an added bonus, but people really cared about what I did.  One client even signed up to do it with me with only 2 days to go which was awesome and the whole thing resulted in conversations with people I wouldn't have had otherwise.
By Alix Davis 30 May, 2017
When it comes to designing logos, arguably one of the most important aspects is the colour choice. This will change how a consumer feels about any particular brand, and they will subconsciously categorise it based on the colour. To make sure your brand’s logo stands out from the crowd, it's key to use appropriate colours which differ from the competition.

Colour has a very integral link to emotion and we instinctively link certain colours with feelings. For example, in western culture, blue tends to be associated with calmness, professionalism and integrity. This makes it a highly popular choice, especially for more corporate brands who want to exude a feeling of calm authority without being intimidating. Green is seen to promote growth, freshness, nature and health. Green and blue are often used together in the health industry. Many logos for dentists, physiotherapists, health services and also science and environmental companies will use one or a combination of these colours.
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