True Colors Part II

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LOGO COLORS

OK, let’s talk a bit more about color and especially the use of color in a logo and in branding. A study of the 100 most valuable brands in the world shows the use of these colors in this order, with blue used just under 40% of the time and purple coming in at only 3%:

BLUE
Trusted. Conservative. Staid. Dependable. Honesty. Calm. Secure. Cool.
Notable: Most popular corporate color. Used frequently for online businesses & financial institutions. Masculine color.

BLACK
Sophisticated. Luxurious. Formality. Style. Elegance. Expensive. Authoritative.
Notable: Black is used by “high-end” brands as main or paired with another color. Black is somber, serious. Most logos are actually designed in black & white first.

RED
Bold. Passion. Strength. Attention. Love. Exciting. Action. Aggressive.
Notable: Red works equally well on black and white backgrounds. Can mean stop, danger and hot. An exclamation color. Pinks (tints of red) are generally considered feminine colors.

YELLOW
Logical. Optimistic. Progressive. Confident. Playful. Creative.
Notable: Yellow is (generally) too bright a color to stand on its own and will require a secondary outline, background or bordering color. Universal caution color. Represents clarity.

ORANGE
Happy. Energetic. Sociable. Friendly. Affordable. Enthusiastic. Sunny.
Notable: Orange is thought to stimulate appetite. Orange is used in some warning labels. Used frequently in retail. Often a “call to action.”

GREEN
What green means: Nature. Wealth. Fresh. Life. Harmony. Environment. Growth. New.
Notable: Green means “go.” Used frequently to represent eco-friendly companies and products. Thought to be a calming color.

PURPLE
Royalty. Mystery. Pomp. Ceremony. Creative. Unique. Majesty.
Notable: Once the most expensive color to reproduce (it was made from hard-to-find sea weed) purple is often viewed as “elitist.” Appeals to children and often used in candy and toy packaging.

(You can read more about this, if you like, at http://www.thelogofactory.com/choosing-great-logo-colors-help-brand-selection/)

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