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The Power of Color in Logo Design: Shaping Perception and Emotional Response

Logo Design

When you think about the most popular brands around the world, what‘s the first image that comes to mind? In all likelihood, it’s their logo. The product of the company is inextricably attached to its logo. Without a well-recognized logo, the product has no takers. There are plenty of good products in the market but in the absence of a good logo, have failed to make an impression on people’s minds. If you want your company to succeed in the long run, it is important to have a logo made because it becomes your company’s identity. 

So you may ask – what makes a good logo? What makes people take pause and notice a brand? How should a logo be designed in order to grab maximum eyeballs? Also, what’s the role of color in making a valuable brand? We explore the answer to all these questions in this article. Answering these questions is pertinent to have a logo designed (logo laten ontwerpen), one that is highly attractive and quickly recognizable.

Role of Color in Logo Design

Color evokes emotions. To sell their products, companies try to build an emotional connection with their customers. The idea is to attract people to their product by forming a visual association in the customers’ minds. Depending on the product of the company and the type of business, colors are chosen accordingly. For example, black color evokes power and elegance. Consequently, sports brands make use of the black color a lot. Similarly, the white color evokes cleanliness and luxury. It is prominently used in skincare products. Colors like red and yellow signify love and youthfulness respectively. They are extensively used by food brands. Color shapes the perception and emotions of people to a large extent and hence it’s such a critical part of logo design. 

Case Study: How The Red Color Of KFC Made People Crave Fried Chicken

If you ask any random person to name a fast food brand that sells fried chicken – KFC would hands down emerge as the first response. But how did KC manage to do this? How did the red bucket logo make people crave a bucket of delicious fried chicken? The red color was first introduced in the 90s, marking a shift in the 1952 original monochrome design. It gave a new vigor to the brand as red is associated with energy and vitality. 

The results were phenomenal. Sales skyrocketed and franchises expanded to different parts of the world. The brand became a global hit. KFC is a billion-dollar fast food outlet today with a presence in almost every country in the world. This is the power of a logo. It can influence people’s habits. It can even drive people hungry as KFC has done so successfully all these years. 

The above case study proves the point. When you have a logo designed for your company, make sure you have the right coloured logo. It can turn your company’s fortunes around.

Choosing the Right Color Palette

Now that you know the importance of color for your brand, it is crucial to choose the right color palette. Getting the perfect color contrast is necessary to bring out your brand personality. First, you have to decide how many colors you want. There are three major factors to focus on when you choose the color palette. These are –

  • Base: The base color defines your brand, so it has to be the most dominant color in your logo. It is the primary color that your target audience will remember. The color should be aligned with your brand’s core foundation – the product.
  • Accent: It is the secondary color that complements the base color. It highlights a secondary trait of the brand and shows the versatility of the product. It is about the variety the brand has to offer. The color shouldn’t be in wide contrast to the base color. It should fit perfectly with it, as if seemingly inseparable.
  • Neutral: The final piece of the color puzzle is the neutral color. It has to amplify the base and the accent colors. The neutral color shouldn’t carry any attention toward it but simply accentuate the base color. It captures the background and the gaps around the logo. Ideally, white and grey are the best options.

Evolving Trends in Logo Color Design

There have been a lot of experiments recently with logo design. Old design patterns are being revisited and given an edgy touch to it. The same goes for color patterns. To take the example of KFC again, the company has reintroduced the monochrome version alongside a deep red background. The iconic picture of Colonel Sanders stands out prominently in the new logo.

Burger King recently flipped the whole marketing rules to promote its product – the famous Whopper. It went the unconventional way. It got rid of the bright and catchy colors that came to be associated with the burger. Instead, it showed a decaying Whopper with somber colors like grey and mossy green to highlight the ill effects of fast food. Many thought it would be suicidal for the brand but the color change did the exact opposite. It got tongues wagging and people started talking about the product. Sales went up and the company made good profit.  

Edginess in color has become a major part of today’s marketing strategy and is likely to continue in the future.


With such fleeting attention of people these days, it is getting increasingly tough for companies to get the attention of customers. To establish a firm brand image in people’s minds, you need to have a logo made (logo laten maken). The logo design should be minimalist and creative. Choosing the right color is the most important aspect of logo design. People are visual creatures and we are attracted to colors. Having the right color to highlight your brand personality is thus necessary.

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