Using colour to send

out the right message

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When choosing the colours for your logo, it is important to consider the effects each colour will potentially have on the customer as they subconsciously assess what kind of organisation you are. Whether you want your logo design to give an impression of classic sophistication, fashionable innovation or reliable value, these colours will become a vital part of your brand image, so it is important to choose them wisely. Design2Go have compiled a simple colour guide which looks at some colour associations and how to use them to your advantage.

Red: There are many different types of red, each with its own unique connotations. Let us first consider the classic red, the primary colour. It is the colour of fire-engines, of post boxes, of stop-signals. It can mean 'danger.' However, when combined with white, it speaks of value-for-money. It is no coincidence that sale posters in shop windows are almost always red and white. Red is an attention grabber. When combined with white and blue, red becomes practical and traditional, with green it becomes seasonal and festive. However, red can also be exotic. When used with pink or orange hues red becomes vibrant and tropical. Red is a warm colour. It is also a colour that jumps forward to the eye. Depending on the hue, red can also be fresh or sophisticated. Consider the use of red carefully. It is a bold statement. Red is rarely a good backdrop for another colour.

 

Blue: Navy, Royal, Electric, Ocean, Sky, Sierra, Duck-Egg, Peacock. Of the three primary colours, blue is the most diverse. How many different names do you have for the design world's favourite colour? Dark blue is traditional and business like. Mid blues are technical and corporate. Lighter blues are contemporary and innovative. The most common associations made with blue are air, water, coldness and freedom. Blues are more often cool but can sometimes have surprising warmth (Sierra, Electric, Duck-Egg). Blue is a colour that moves backward from the eye. Lighter blues can make an excellent backdrop for other colours.

 

White: White is pure. It is a complete absence of colour. It is clean. Neither warm nor cool, it provides the perfect backdrop for strong colours of all kinds, creating a striking image. It is favoured for corporate and innovative designs alike. It works particularly well with blues. White can also make a powerful impact when set against a dark backdrop. However, white should always be considered as an absence rather than a presence. It need something strong to balance it out.

 

Cream/Beige: Cream should be considered as an alternative to white if your colours are not as vivid, particularly when using tertiary colours such as forest green, wine red and burnt orange. Cream or light beige can look traditional and quietly sophisticated. It can also look natural and feminine. Like white, use of cream should be considered carefully, but for the opposite reason. Cream is a definite presence as opposed to white's absence. If not used carefully, or if used in a place where white would be more appropriate, cream can make a design appear grubby or over worked, and can lessen the impact of a kinetic or vibrant image.

 

Yellow: Yellow is a contradiction. It is loud, bright, vivid and at times garish. It is the the colour of sunlight. It is a strong colour, a primary colour in its own right and every bit as vital to the spectrum as red and blue. But yellow has a terrible secret. This bright, happy, cheerful, vibrant colour cannot exist alone. It is lost against white, undetectable against cream. Against black, it becomes cheap and lurid, taking on an almost neon quality. You have to take care of yellow. It needs gentle treatment. In the wrong hands it is an ineffective font that cannot be read, a backdrop that cheapens every other colour. However, yellow can also be glorious, lively, attractive. Choose the other colours with care, and use yellow sparingly as an accent colour. Yellow works best with the secondary and tertiary colours closest to it on the colour wheel: green and lime green, orange and tangerine. It also works nicely with pastel colours if they are not too pale. Do not dismiss yellow as a possibility, but treat it with the respect it deserves.

 

Purple: Purple is the colour of passion and of royalty. It also has a kinetic energy that can transform and lift a flat image to a new level. Because it is a balance of red and blue, purple can be warm or cool. It can move forward to or backward from the eye. Purple traditionally has associations with herbal remedies. In contemporary logo design it is an innovative colour. With grey, it becomes sophisticated and elegant. With red, it becomes alluring and sensual. However, purple can appear cheap if it does not possess the right balance of tones. Too much red or blue can have a drastic effect on the impact of the colour. If you have decided on purple, be prepared to spend time getting the right hue. From lavender to violet, purple presents a wealth of possibilities. It is worth investing your time to ensure the full satisfaction of achieving the correct depth and richness of colour that purple can offer.

 

Pink: Contrary to popular belief, pink is not just for girls! Pink can be sporty, energetic and loud. It can grab attention away from more conservative colour choices. Shocking pink, like yellow, needs handling carefully if it is not to appear cheap or lurid. However, pink can also be sophisticated. With navy, pink can be corporate. With brown it can be natural. Pink is something of a chameleon in that it takes on attributes of the colours around it. More delicate pinks can create a soft, traditional or subtle effect. Pink is very versatile and will work with most colours if tone is considered carefully. Pink is by nature a pastel colour, a mix of red and white, with perhaps the vaguest hint of blue. Nonetheless, pink should not be considered a weak or wishy-washy colour choice, as it can have a dramatic impact on the overall effect of a design.

 

Orange: Orange should not be seen as simply a mix of red and yellow. It is a bold and adventurous choice which makes a real statement when handled with care. Let me tell you a little secret about orange. Orange loves blue. Don't believe me? Have a look around at some major labels and you will see the classic orange/blue combination being used to full advantage. Think of a sunset over a clear blue ocean. Beautiful. This vibrant colour loves to be with other vibrant colours too. Try it with a warm pink if you want a retro effect, better still in a three colour design with a touch of yellow. The colour orange is often used in retro design, so if this is the look you're going for, consider giving orange a blast in your logo.

 

Brown: Brown is a rich, warm, natural colour that can have connotations of luxury, sophistication or nature. Be wary when choosing the exact hue, as with too much red or yellow as an undertone, brown can have some negative connotations Chocolate colours are recommended and can work well with cream or beige tones. However, it can be difficult to chose an appropriate accent colour. Gentle pinks, blues and yellows will work well with rich browns, and with tint of brown a bottle green or navy blue can give a sophisticated effect. Whether gentle or rich, brown is rarely a detriment to the overall appearance of a design.

 

Green: We all love green. Its uses are endless. Natural, Healthy, Go, Safe. These are just some of its connotations. We all recognise green as a symbol of health foods, of conservation and we look for green when we stop at a traffic light or seek a nice place for a picnic. The human brain is attracted to green as a symbol of well-being and safety. Research shows that consumers see green as the most inviting and welcoming colour when they are choosing a product or service. Green looks great with most colours, and it is seen as the backdrop to an array of colour in nature, so it stands to reason that this colour really has the ability to make the others 'pop.'

 

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