Target. Chegg. Forever 21. Starbucks. Shazam. Monster. Each of these brands has chosen a color to represent them. Anyone who has tried to make a logo or a website knows that coming up with a color scheme is one of the most difficult parts. How do companies choose their colors? When building a logo or website, it is important to consider the target audience. Companies also need to consider what message they want to convey through these colors. Consider this pie chart from CreativeBloq.
Chegg, an online textbook store, uses orange and white. Perhaps they are attempting to get college students excited about their classes. Since orange is considered, “the colour of innovation and modern thinking. It also carries connotations of youth, fun, affordability and approachability.” It would make sense to use orange for a college textbook site because students are often on a tight budget.
The Starbucks logo is green. As seen in the diagram, the color green makes people think of nature, soothing, and affluence. People come to Starbucks for a relaxing environment to talk, work, or study. Monster, a job search company, uses purple in its logo. Perhaps this is to convey that by using their services, you could land a job that makes you as rich as a king!
Companies that want to expand into the global market must consider the connotations of various colors in their target market. For example, in the United States, yellow can be associated with optimism, sunshine, and happiness but just south in Latin America, yellow is the color of death and mourning. In the United States, Forever 21 uses yellow as its dominant color, when moving to Latin America, the company may choose to emphasize black instead.
Target makes a bold move by using red for their logo. Red is a rather risky color. In the United States and Europe, red can mean warmth and passion but on the other hand it can mean violence and danger. On a global scale, red proves to be even more difficult. In Asia, the color red is associated with celebration and luck but move just to the west and red takes on a whole new meaning in the Middle East where red represents evil.
From trust and authority in the West to immortality in the East, blue has many connotations. Ultimately, blue is the safest bet, which is why it is used for so many companies. In order to stand out amongst a sea of blue logos, Shazam, a song and TV show identifier, uses two different shades of blue in their logo.
So what colors would you use in your personal logo?
Christie, M. (2013, August 14). How to choose a colour scheme for your logo design. Retrieved September 3, 2014, from http://www.creativebloq.com/logo-design/choose-colours-8133973
Cousins, C. (2012, June 11). Color and cultural design considerations. Retrieved September 3, 2014, from http://www.webdesignerdepot.com/2012/06/color-and-cultural-design-considerations/