Color Psychology in Branding

The images, shapes and colors in a logo are not random. This needs to be chosen carefully because the logo is a symbol that represents a company. Logos are usually made based on something related to the background or vision that a company wants to convey.

Logo color and brand identity

In the Journal of The Academy of Marketing Science, it is explained that the relationship between color and brand identity is very strong. Like names, colors are a brand's identity. Its contribution is to introduce the brand and also build the image that you want to convey.
In this research it is also explained that the business industry often uses certain colors. For example, blue is commonly used by more than 75% of credit card brands and 20% of fast food brands. Meanwhile, red is used by more than 60% of retail brands.

Logo colors as a trend

Have you ever noticed that the color blue is often used by many companies? This is because blue is a safe color and looks elegant.
Therefore, companies want to convey a sense of security. Companies in the fields of finance, technology, health or insurance use blue in their logos because they think it matches what they want to convey.
On the other hand, red is a bolder color choice and is a favorite of the food and retail industry.

The psychology of color and logos

There is no color that can guarantee the success of a brand. However, choosing the wrong color can result in the brand not being noticed by the market. There is a strong relationship between color and the way consumers think.

For example, orange is not a very impressive color, but research results show that companies that use this color actually want to convey this message. Customers who see this color subconsciously know that they have something to convey. With this, color psychology becomes a prediction that works well.
Apart from that, there are also physiological aspects of color. For many people, neon colors hurt their eyes. Not infrequently, this color makes us squint.

However, it cannot be denied that bright colors like these are more eye-catching than other colors. Therefore, many use this color as the color for important markers such as the drive thru logo on the road. But, it should be noted that everyone has a different perspective. For example, for some people red is an attractive color and symbolizes courage. However, other people might associate it with blood and other cruel things.

Another example is black. The impression is considered to be a stable and reliable color. However, on the other hand, it can also be a serious, tense and rough color. This difference in perspective is influenced by culture, gender and age. Therefore, the context and message you want to convey to customers is very important.

Logo trends

Logos are also very influenced by trends, so many brands update them regularly. Usually, once every five years or when trends change in general. This allows a company's logo to stay current with current trends, but also stay true to the brand identity.
When you want to create a logo, it is highly recommended to think about your business goals. If you only want to create a small business then you can create a logo according to trends. However, for long-term business, create a logo that is timeless.
Therefore, it is important to be able to understand the concept of Strategic Brand Management as designed in the Prasmul Eli Synchronous Online Learning program. You can take part in this program to be able to provide quality, consistency, competence and reliability to consumers towards your product brand.

References:
https://www.canva.com/learn/color-psychology-the-logo-color-tricks-used-by-top-companies/