How Big Brands Use Color to Trigger Consumer Emotion

How important is the color of your logo? You might have heard of the psychology behind color in marketing – does the color red really make people hungry? Why did McDonald’s choose yellow for their iconic arches?

Companies don’t just end up with certain colors representing their brand. Tiffany & Co. and BlackBerry both chose black for their logos, but why? The color black is associated with formality and the mystery of darkness and night. A logo in this color is designed to portray to consumers boldness, luxury and seriousness. Then there’s Starbucks green logo; how is that supposed to make consumers feel and why was it their top choice? Green is reminiscent of the harmony of nature and makes people feel calm, relaxed, trust, peace and hope.

At the heart of the color choices for big business branding strategies lies the science of the emotional power of color. took a look at the logo design strategy of big brands and compiled this infographic to help marketers better understand exactly why we choose certain colors to elicit specific emotional responses.

Don’t miss the Evolution of Logos section at the bottom – you’ll be surprised to see which big brands have reinvented their logos and which ones have worked for decades!

The Value of Color in Logo Design and Branding

How seriously did you take the psychology of color when you created your logo? Share your thoughts in the comments.

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