From the Digity Blog

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.


Digity Blog

By Alix Davis 20 Nov, 2017
Alamo Blinds , a local showroom of blinds, shutters, curtains and outdoor living, came to us a couple of years ago for a new brand and website for their business after they left the franchise they were in. At the time, we supplied them with a distinctive look and cohesive website which served all of their needs. Now we have been working together to update both the brand and website to give it a more contemporary and established look to go with their successful business.

The Logo

The previous Alamo Blinds logo (pictured below left) was a flowing typeface with a sans serif slogan font. It was friendly, approachable and tidy, but the client felt that he wanted it to be updated to something that can be more clearly read on their vans when they are driving around. The new logo (below right) uses a typeface with more distinct shapes to the letters, making it easier to decipher from further distances. We have kept a friendly and approachable aspect to it in the slogan font, which overall means you keep the same feeling from the old logo, but with added readability and modernity.
By Catherine Dove 01 Nov, 2017

What better way to sell gorgeous products than on a beautiful, sleek and modern website?  

Home by Rachel  provides beautiful home interiors, stunning jewellery and a bespoke range of hand-poured luxury candles. Rachel came to us with a bland but functional website that didn't entice people off the home page, so in our redesign we ensured that the site looked bright, welcoming and interesting.

With large, good quality images and sliders the site began to look a lot more attractive, and the new clearer layout made the site easier to navigate. The intimacy of the brand is represented through the personal feel of the website, whilst the stunning imagery indicates the thought that has gone into each quality product.

By Catherine Dove 31 Oct, 2017

At the end of October a new version of Google Chrome was released that clearly labels any website without an SSL Certificate as ‘non-secure’. This will be shown in the browser bar clearly to the online user.

This will effect a huge range of websites, particularly e-commerce sites or any that contain input fields, like password requests and contact forms. Studies indicate up to 84% of online shoppers will abandon their purchase once seeing that a site is not secure ( Source ). Having an SSL certificate gives your website the green padlock, reassuring customers that they are in a safe location to purchase goods and enter their details.

Not only do your customers prefer secure sites, but Google does too. With Google favouring secure sites, your search engine rankings are more likely improve and your conversion rates more likely to increase. It’s simple!

Get in touch with our expert team today on 01189 100 012 for more information on how to ensure your website is living up to its potential online.

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