Colors convey different sensations, they are ideal channels to produce feelings and emotions. This is known as the psychology of color, each different hue has specific characteristics. Therefore, it is essential to pay attention to colors when designing the visual identity of a brand.

In this article we will tell you about the importance of colors when designing and what the main shades used mean.

Importance of colors in design
In the same way that typography represents a fundamental element in the design of a brand’s logo, the proper use of color is equally important. And it is that colors provoke different emotions, to the point of influencing in a decisive way the perception of reality.

Color is not only an element that provides visual appeal to the complements of a brand’s identity, it is also a powerful tool capable of transmitting a specific feeling. Hence, it is so important to study and carefully analyze the color to select to work on the design of a brand.

Well, a timely election will get the right message across to the target audience. However, a wrong decision could have negative consequences for the company. Each brand must devise in detail what color represents for its philosophy, then combine it with graphic elements to make it known.

Meaning of colors and success stories
In the book Psychology of Color by Eva Heller, there is a classification of colors according to the most appreciated. Among them, blue, green, red, yellow, black and white stand out. Take a look at the meaning of each color:

Blue: transmits confidence, seriousness, depth and solemnity. Brands like Facebook, Twitter and Skype make use of this color in their design.
Green: it is a calm tone, it transmits hope and peace. Brands like Starbucks, Android, Lacoste and Spotify use it in their design.
Red: it is an intense color, it expresses vitality and strength. Coca Cola, CNN, YouTube and Pinterest use it in their visual identity.
Yellow: it is a warm and resplendent hue, conveys quality and optimism. Recognized brands such as IKEA, National Geographic and McDonalds use it in their corporate identity.
Black and white: they are usually combined with each other. Both convey seriousness or elegance, and brands like Nike, Puma and Chanel use it.
As you can see, colors are an extremely essential element for a brand to convey the correct message to its target audience.

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