Logo design, psychology and colour
When it comes to your logo design, colour matters. Not only will your audience make their mind up within 90 seconds as to whether they want your product or not, studies show that, 62-90 per cent of that decision making is based on the colours in the logo design and overall brand identity.
Food companies know this only too well and are using particular colours in their logos to attract customers. Think of your favourite food brands, what’s one of the first things that comes to mind? Colour. And the psychology behind choosing colours is strong, especially as certain colours are quite consistently used within the food industry.
Red for Appetite
For example, look at Coca Cola, an iconic brand, with a timeless logo design. What stands out the most and what we, the consumer, associate with this brand most, is the colour red. It gives the overall brand an energetic, strong, exciting and enticing vibe.
A lot of food companies use red as their main logo design colour as when it comes to psychology, red does far more than evoke feelings of excitement and passion, it also stimulates the appetite, evokes those taste buds and enhances metabolism, as well as being one of the main colours we ‘see’.
Another interesting observation about using red is that it is often associated with ‘sales’ which may work for some brands, but for the food industry businesses don’t want to give the impression their food is ‘in the sale’ or of lower quality. This is why red is often used alongside another softer colour, such as white or yellow (although these colours also have their own connotations).
With regards to logo design, red can also help bring any images, as well as the text in the design, to the fore. Food companies that use red in their logo design include Burger King, McDonald’s, KFC and Pizza Hut.
A Dash of Yellow
You may have noticed that certain food brands also use yellow in their logo design. Sometimes, this is alongside a primary colour such as the aforementioned red (Burger King in particular and even Pizza Hut use yellow for the little cheeky underscore that hugs their logo) or as the primary colour. McDonald’s comes to mind as although they use red in their logo design, the ‘Golden Arches’ ‘M’ is yellow.
But, whichever way it’s used, using yellow has positive, attention-grabbing connotations. Yellow is a ‘happy’ colour. The colour of sunny days and freshly baked rolls (think Greggs or Lidl) and psychologically, yellow also makes us feel excited, safe, content and warm.
A Purple Perspective
As a typically cool tone, the colour purple needs to be used carefully when it comes to food logo design as it can give off unappetising vibes if it isn’t applied correctly. But, use the right shade and design, and purple can give a food brand a luxurious edge that fits in so well with their product.
Look at Cadbury’s chocolate. We can identify a product is is Cadbury’s from its rich, sensual, purple pantone alone! And those creamy bars, wrapped in that smooth, deep, purple colour evoke feelings of quality and a rich, great taste. Milka, the European chocolate based products of the Kraft Corporation, also use purple but as the background colour of their white logo design, which evokes similar feelings to Cadbury’s. Another chocolate brand that uses purple is Wonka, for those feelings of sensuality as well as sentimentality and even mystery.
Other popular colour choices for food logo designs are brown and earth tones for wholesome, natural goodness, pink for pops of sweet flavour, such as in desserts or sweets, and green for healthy, eco-friendly choices.
Flavour your Colour
It is quite evident that psychologically, colour matters. When it comes to your food logo design, it is worth considering what you want your audience to ‘feel’ when they see your product. Also, don’t forget about what your actual food product tastes like. You can even reinforce this flavour visually with the right colour choices for your food brand and trigger taste sensations as well as feelings, smells and even memories.
Oh, and don’t forget cultural connotations too as there can be a certain psychology that can be applied to colour, depending on where you are in the world.
Ready to play with colour? Have a chat with us today and bring your food brand – and logo design – to life with the right colour choices for your food business.