I have decided to base my CoP publication on 'The Psychology of logos'
I want to create a publication that gives a brief overview of the psycological effects that different aspects of logos have on a consumer. It seems that the 3 key elements that can create emotion from a viewer that can also be controlled by the designer are
- Colour
- Shape
- Font
Colour.
I have found this article by Ray Vellest which explains the complexity and usual misconceptions that are commonly found when talking about the psychology of colour.
He explains that often people over-simplify the pschyology of colour, saying that certain colours mean certain things to everybody. However Everone is different and everyone gets a different emotional reaction when they see a certain colour, this all depends on the individuals memories and experiences of different colours. So it is not as easy as saying 'Red means this ..." and 'Purple means that...'
However there are still sub conscious meanings that can be picked up from using certain colours but this is down to how they have been used in the past, both by man and by nature, Over the centuries, people have issued certain colours to certain tasks and this is how the emotion towards certain colours has evolved.
The meanings that can confidently be put to specific colours are not set in stone, but the diagram below shows specific emotions that can be linked with individual colours.
He goes on to say that colour should not be used as the main design feature of a logo, if a logo doesn't make sense in black and white, then it is a bad logo.
The designer should make an informed decision with the client and ideally to make it easier form everyone, only one colour should be used, as this will make it easier remain consistent and will not over complicate the designed logo. By only choosing one colour it would make it much more likely that the brand would start to be represented by that colour, as you can see below, these colours are now clearly associated with each brand, and every time that colour is seen there will in someway be an emotional recognition of the colour to the logo, even if the logo isn't there.
Another article I have found by Sarah Wallace has this to say about colour
Color has a powerful effect on the human mind. The primitive instincts some colors can trigger might not even be evident to us on a conscious level. But marketers can use those reactions to help support a brand message and to increase the effectiveness of advertisements and logos. The psychology of color is complex and nuanced and no one color means the same thing to everyone. Our personal experiences influence our reactions to every color, but there are few social conventions which can be used to help strengthen the impact of your logo.
Bright Colours
Bright colors are great for grabbing attention, red in particular works well for this purpose as the eye tends to be drawn first to red tones on a page. Red is the color of blood, and danger making it particularly provocative, it creates a sense of urgency and can even stimulate circulation.
Cooler Natural Colours
Some cooler colors like blues and greens have the opposite effect. They tend to be a calming and comforting presence. Blue and green are among the most commonly occurring colors in nature which makes them particularly poignant to human beings. They work very well in conjunction with medical and financial industries because they inspire a sense of dependability. Too much blue though can be counterproductive, creating a cold and almost depressing image.
Yellow, Orange, Purple
Other colors like yellow and orange work well as accents but can be difficult to see against white backgrounds. While purple is a color which represents luxury, spirituality and wealth, it can also be too youthful for businesses that want to generate significant gravitas.
Black and White
Black and white are extremely useful colors to drive home important points and illuminate other features within a logo, such as the text.
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