How to select the colors of the logo of a fashion company? If you are about to create your company logo, you might find it hard to choose the colors for it. Remember that this is something that you can’t create overnight. Have in mind that each color has a meaning, and it affects the way people see you.
In the fast-food industry, the colors that stand out are red and yellow, while banks use blue tones. Why? How can a color characterize or highlight a brand?
Color is one of the most essential forms of communication that we have. In nature, it can warn us when there is danger nearby. An example can be the yellow and black of a wasp.
Through our evolution, we have come to associate colors with emotions. So, using color in marketing can be part of a strategy. We can even use those emotions on a psychological level.
Sometimes it can be obvious as most people associate blue with being calm or red with danger. Such colors can convey more emotions a lot faster than the words themselves. However, there are several meanings mixed with colors that go much further. Some of them have even transcended their original meaning to become something new.
For example, we talked about how the food industry uses the color yellow. However, most of the advertisements for different fast-food chains use a combination of red and yellow in their main ads.
In general, red and yellow are the colors that one can associate with speed and efficiency. However, McDonald’s has now moved away from this color scheme. After extensive studies, researchers found red to be more associated with poor diet than fast food. Did you know that?
Can you describe your brand in one sentence?
The emotional connection with color is very strong and has evolved over millions of years, and will surely continue to do so for many years to come.
When you want to choose the color for your brand, you must review everything that is happening in your sector. However, we recommend going out and see it for yourself. This way you will understand the meaning that each color has and how people react to them.
Every day, life offers us a diverse and rich color palette. However, it can be annoying when people dismiss a gray day. They ignore the fact that it can even lift their spirits because there are colors everywhere. Besides, this color can suggest emotions of peace, security, and tranquility.
Why do brand colors matter?
As Picasso said, “Colors are like characteristics, they follow the changes of emotions.”
With that said, we have a question for you: What is the first thing you think of when you hear the word love?
Whether your answer is negative or positive, your answer is likely to be more emotional, and the first thing you think of is the color red or pink. It’s normal.
Emotions are very powerful and whether or not we like it and they motivate people to make decisions. As a brand, we understand that you want to forge a strong emotional connection with your customers.
The problem is, you can’t tell the entire life story of your company in a logo or store. However, brand colors provide a straightforward and simple path to the hearts of your clientele.
The link between colors and emotions
One of the most famous color theorists, Faber Birren, wrote extensively on the link between colors and the emotional state. You can find this in his book Color Psychology and Color Theory.
In the same way, words like “love” and “airplane” cause different emotions, and the same happens to colors.
For example, colors like red and blue create different human responses. That said, it’s interesting that the same colors tend to bring out similar responses in different people.
The color theory runs much deeper than the typical phrase “pink is a soft color”. Psychologists link it to the evolution of humans itself. Connections to certain colors can develop after years of matching them with particular objects. For example, the color red places people on alert for some near danger, and the brown tones to dirt and rotten food.
People might not use this color a lot but farmers and chocolate lovers love it a lot. On the other hand, there are the cultural partners. A simple example is how Americans link green with money because the currency that they use every day is green.
There’s also the fact that, in other countries, they don’t need to understand the phrase “going green”. However, when a company “goes green” we often think of the environment.
Besides, even the surliest business person at heart cannot ignore science among the psychological effects of colors. But how can colors work for your brand?
Applying brand colors
According to neuroscientist Antonio Damasio, colors show how consumers feel about a brand.
You can mix this with the fact that certain colors invoke certain emotions and enthusiasm. Thus, your brand colors may have the ability to affect your sales or performance even more than the products you offer. Because of this, we can say that repeating the same color can strengthen brand awareness.
This question is for you: When was the last time you saw a Coca-Cola can that was not red or a Twitter bird that was not sky blue?
These are things that don’t change overnight, it takes time and there is usually a study behind it. Besides, the marketing world surely learned its lesson from Heinz’s tragic transition to purple ketchup.
With enough exposure, colors become part of a brand, so you want to boost the association that uses your brand colors consistently.
In case you forgot, here are the most common areas in which you will use your brand colors:
By using the same colors throughout your business ventures, you can strengthen your brand association with colors and, by extension, cement brand awareness as a whole.
Everything relates to the brand and it’s because of this that colors must be chosen with great care. If you do otherwise, this can have very unexpected or unwanted results. Besides, the color you chose will speak for your brand identity.
For example, maybe your favorite color is purple and you want to use it for your brand. However, this could be a poor choice for your business advertisements. If you don’t want this to happen, the first thing you must do is define the personality of your brand. After that, you must find the color that exactly matches your ideals.
Meaning of color in fashion
The colors are not only those that we see every day in different garments. They are those that are also present in different commercial brands, logos, and corporate image. They, of course, depend on what they want to convey and what type of client they want to reach.
Next, we will explain the most popular colors on the market:
White: purity, confidence, and neatness.
This color is one of the neutral tones that go with everything.
We recommend it for those people who want to provide a professional image. For example a job interview, or, perhaps an important exam, also in sanitary trades or wedding dresses.
On the other hand, if you want to show toughness or a tougher image, this color is not recommended. To make white look good, it has to be immaculate. Thus, it’s very important to take into account the environment where we are going to be. In short, watch out for any stains.
Black: Power and absence of light
Black is a complicated color when recommending in a consultancy.
Because it not only transmits authority and power. And despite being the concentration of all pigment colors, it’s also the absence of all light colors.
Therefore, it’s possible that it transmits a sad image and that it tries to go unnoticed. We recommend using it if you need to convey authority and distinction. However, it’s a color that you should avoid in an interview or any personal and professional environment if you want to build trust and communication.
Gray: neutrality par excellence.
This color can be described in two words, sophistication and elegance.
Although depending on the structure and shape of the garment, it can convey classicism. It’s recommended when you want to convey a point of seriousness and authority with more margin of communication than black.
If you are a retailer, most often than not, you will be around senior executives who want to build trust in their employees. On the other hand, it’s not recommended for people who are going through depression processes. This is because it’s a color with a heavy lack of energy.
Brown: warm and approachable
It transmits stability and neutrality in communication.
It’s recommended for people of warm harmony who wish to convey neutrality and confidence.
Be careful if the skin undertone is yellow, as it can reduce the luminosity of the face.
It’s not an easy color to combine, so if you are not sure how to combine it, it’s best to avoid it.
Yellow: Joy and positivity
This color conveys joy, confidence, and positivity.
Be careful when using it, as it’s one of the most difficult colors to assimilate.
Use it in its different variants, that is, paste yellow or mustard.
You can also use it in accessories to attract attention and convey confidence.
This color, although not many know it, is related to energy par excellence.
It transmits positivism, contrast, and fun. It’s recommended for people with a need for energy and positivity. And it can be used, as a complement or as a garment.
It’s not advisable in job interviews or of any kind, due to its irresistible vibrations. We also don’t recommend it for very eccentric personalities, in case the other person wants a little more calm.
Red: A striking color
Red represents an indescribable force. It transmits passion, strength, character, power, and energy.
If used wisely, your outfit combination can represent elegance.
It’s recommended for people with low self-esteem or in any situation where you need strength.
You should also avoid it in potentially confrontational situations.
Rose: Feminity and innocence
As in all colors, there are nuances, and each one acquires a different meaning. Similarly, in higher color saturation, in this case, fuchsia, it can cause fun and excitement.
On the other hand, in a lower saturation, we refer to the pastel pink color, in this case, it speaks of the nuance of innocence and lack of character.
It can be used to provide a more feminine touch and in its most saturated version, for looks full of energy and dynamism.
On any occasion that you want to use it to bring out your character and avoid a more childish image, it’s better not to use it, because it causes the opposite effect.
Violet: mystery and mysticism.
This color transmits power, sensitivity, and imagination by nature.
So, it isn’t by chance that it’s used many times by magicians.
We recommend it for those who want to disconnect with the material world and want a touch of modernity.
Avoid this color in situations that want more earthly energies such as in situations where you want to conclude a deal or business.
Blue: A different energy
As with the color pink, and throughout the color palette, blue also has shades.
Navy blue is the color most used in interviews and the one that after black, evokes more power.
And, when we think of a color, light blue calls for leadership and calm.
We recommend using it when you want to generate sales and job interviews.
If you are in creative environments, it’s better that you avoid it because it lacks stimulation.
Green: The color of nature.
Although we relate it to nature, the truth is that this color symbolizes success, money, and health.
It’s a color that we can get used to and according to its shade, it transmits serenity.
You can add it to your clothing combinations if you want to convey the image of a leader or a more creative side.
And be very careful if your skin has a pink undertone as this color can enhance it.
Emotional associations of each color
We have talked enough about colors, how it would look to dress, and how each color has a different meaning in its symbolism or according to the industry of the sector where it’s used. However, we didn’t talk a lot about its emotional side.
Next, we will show you a summary of what colors can mean when we refer to emotions. After knowing this, you will have a very clear idea of what color to use when creating your logo and what you want to convey with it.
- Red: passion, importance, attention.
- Orange: playful, friendly, vitality.
- Yellow: happiness, optimism, warning.
- Green: nature, stability, prosperity.
- Light blue: calm, confidence, openness.
- Dark blue: professionalism, security, dependability.
- Purple: royalty, creativity, mystery.
- Pink: femininity, youth, innocence.
- Brown: rough, earthy.
- White: clean, virtuous, healthy.
- Gray: neutrality, sadness, subdued.
- Black: powerful, sophisticated, edgy.
Please note that this is a short version. The connection to color runs much deeper than this, for example, too much yellow can cause anxiety.
The formula for building a brand color scheme
You must know that there is no exact formula to build or choose a brand color scheme. When it comes to deducing brand identity, it’s tricky and unwise to notice the hard and fast rules.
That said, the process can be confusing and perhaps demotivating, so we will give you a little guide.
Below we will explain the process for building a color scheme that you can use more as a frame, and less as step-by-step instructions.
Think of 3 colors: Base, Accent, and Neutral.
The brand’s color schemes can be between 1 and 4 colors depending on the type, but even monochromatic schemes require some variation in hues for different purposes.
Choose the base
Of all the personality traits of your brand, we will ask you: which is most important?
In the color of your foundation, we recommend that you reflect not only the most dominant trait of your brand’s personality, but also motivate the target audience you are trying to reach.
Choose the remaining colors based on how well they match this one.
Choose the accent
The accent is the most used color after its base color.
This is a bit more difficult, as choosing the accent color may have more restrictions.
Besides matching a brand personality trait, your accent color should also visually blend in with your base color, not to mention that it can calm your audience.
Choose the neutral
Your neutral color could be a background color, something chosen to avoid attention.
Usually, these are different shades of gray, but beige and whites work. Black is an option too, but be careful, it tends to dominate whatever color scheme it’s a part of.
Throughout the process of choosing brand colors, the end goal should be kept in mind: what type of color scheme is being used?
Brands typically use one of these common brand color schemes.
This type of scheme focuses only on the main color of the brand.
Although ideal for minimalist brands, the challenge here is to differentiate the tones enough that your eyesight is not visually impaired.
Adjacent colors on the color wheel have harmonious relationships, as they often have similar emotional connotations.
Analogous schemes are often called safe bets, but they are not the best to stand out or attract attention.
Complementary, color complements or opposite
They are colors directly across from each other on the color wheels.
Because they are opposites, they bring out the best in each other when combined, within the sports world, this schematic model can be highly perceived.
Complementary colors are great for stimulating and dynamic visuals, but be careful to copy another brand as they are very popular.
A stable brand color scheme, triadic colors draw in equal parts for three different sections of the color wheel.
Triadic schemas are stable as analogous themes, but provide more stimulating variety like complementary schemas.
However, a tricky part of this scheme is getting the three colors to match the traits of your brand identity. Remember, your brand’s color scheme determines the look of your website, logo, store design, advertising, and more.
Colors make our life have a lot of emotion and life, they make us feel and motivate us to carry out different actions. So, after reading this article, I hope you change your perspective of use when dressing and when using it in some action.
If you are looking for an exact color for your logo, and you have a fashion company, first take into account that you want to convey your style and that you can characterize it within your same sector.
If you need help, contact us! Your growth is satisfactory for us.
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